Lotte Department Store Dongtan Branch Opens Nitori Home Living Store Targeting Young Family Customers

Opening as a Compact Strategic Store on January 15
Carefully Curated Everyday Essentials Tailored to Dongtan Market
Over 80% of Products are High-Quality Private Brand Items
Special Promotions on Popular Products and Grand Opening Events

On January 14, Lotte Department Store Dongtan branch announced that it will introduce a compact strategic store of the global home living brand "Nitori" on January 15.

Nitori is a global home living company that operates more than 1,000 stores across 12 countries in Asia, providing solutions optimized for the lifestyles of Asian consumers.

Nitori store opening at Lotte Department Store Dongtan branch. Provided by Lotte Department Store

The concept of the Nitori store opening at Lotte Department Store Dongtan branch is characterized by having the most efficient use of space among all its global stores. In a compact space of approximately 330 square meters (about 100 pyeong), only the most popular core products preferred by local customers are carefully selected and displayed. The company explained that it is a "market-specialized curated store" that maximizes accessibility by closely reflecting the shopping flow and purchasing patterns of department store customers.

This store offers a product lineup optimized for "young family" customers in their 30s and 40s. Rather than large furniture, the focus is on practical everyday items such as kitchenware, storage goods, and functional bedding that newlyweds or families with young children can use immediately. In particular, more than 80% of the products are Nitori's own private brand (PB) items, planned and produced in-house.

To commemorate the opening of the new store, Nitori will offer its signature "ultra-light tableware" series and popular items such as "functional cushions" at special limited-time prices until January 19. In addition, visiting customers can participate in a Japanese-style rotating lottery event. Practical prizes such as the "Lumena large-capacity humidifier," Nitori's popular "Natural Fit Pillow" for better sleep, and an "insulated kettle" will be given away. Customers who make purchases of 20,000 won or more are eligible to participate.

Shin Yoonjung, Head of Furniture & Tenant Team at Lotte Department Store, said, "This Nitori store was prepared based on a detailed analysis of the lifestyle of young family customers in the Dongtan area," adding, "We will continue to introduce content optimized for customer needs and further strengthen Dongtan's position as a leading lifestyle landmark."