Lotte Department Store Opens 'GROVE' Pop-up at Jamsil World Mall

Pop-up Store Open on B1 Floor of Lotte World Mall Until July 23
Transformed into an Urban Vacation Spot... Over 220 Products on Sale
First Offline Launch of Puma Collaboration Collection

Lotte Department Store announced on July 14 that it will operate a pop-up store for the K-fashion brand 'GROVE' on the B1 floor of Jamsil Lotte World Mall until July 23.

The 'Grove' pop-up store scene held on the B1 floor of Jamsil Lotte World Mall located in Sincheon-dong, Songpa-gu, Seoul. Provided by Lotte Department Store

GROVE is a womenswear brand that offers a modern reinterpretation of 1960s fashion styles. In the first half of this year, the brand held pop-up events in Tokyo, Japan and Shanghai, China. In Shanghai, it attracted attention by achieving cumulative sales of 1.2 billion KRW over about two months. During the pop-up period, the brand received significant attention on social networking services (SNS) and local online communities, with some items selling out in just one day.

Lotte Department Store has been consecutively hosting pop-ups for K-fashion brands such as 'The Barnet', 'Trimming Bird', and 'Ohos', as well as overseas fashion brands like 'Beams' and 'Sculpstore'. This time, the GROVE store, which gained great popularity overseas, will be introduced exclusively at Jamsil World Mall.

The Lotte World Mall pop-up store has been designed to evoke a vacation spot within the city. It will showcase GROVE's 'Hot Summer Collection', featuring around 220 different items, and will also re-release some discontinued steady-seller products in limited quantities.

Additionally, the store will exclusively unveil offline the 'Mostro Pay GROVE Atmos Pink', a collaboration collection with Puma. Puma's signature sneaker, 'Mostro Pay', sold out completely within a day of its release on the online mall on July 10. This will be the first time it is introduced offline at the Lotte World Mall pop-up store. Other items available include the 'Nova T-shirt' and the 'Karel Stripe Pique T-shirt'.

Kim I-eun, chief buyer of the Young Designer Team at Lotte Department Store, stated, "GROVE is an emerging brand among people in their 20s and 30s both in Korea and overseas," and added, "We plan to operate this pop-up successfully and further strengthen our position as a K-fashion platform."