K-Fashion Brand 'Grove' Recognized Overseas, Popup at Jamsil Lotte World Mall

[Financial News] Lotte Department Store announced on the 14th that it will operate the K-fashion brand 'Grove (GROVE)' popup store on the basement 1st floor of Jamsil Lotte World Mall.
Lotte Department Store has attracted attention from the MZ generation by hosting popups of K-fashion brands such as 'The Barnet', 'Trimming Bird', and 'Ohos', as well as overseas fashion brands like 'Beams' and 'Sculpt Store'. This time, they will exclusively showcase the K-fashion brand 'Grove (GROVE)', which first gained popularity overseas, at Jamsil World Mall, continuing the success of K-fashion.
Grove is a women's clothing brand that modernly reinterprets the fashion style of the 1960s. In the first half of this year, popups were held in Tokyo, Japan, and Shanghai, China, achieving cumulative sales of 1.2 billion won in Shanghai over about two months.
This Lotte World Mall popup store, held until the 23rd, is themed 'CITY VACATION', creating a vacation spot in the city. It showcases about 220 types of Grove's 'Hot Summer Collection', and some discontinued 'steady seller' products are re-released and sold in limited quantities.
Additionally, the collaboration collection 'Mostro Pay Grove Atmos Pink' with Puma and Grove is exclusively showcased offline. 
Kim I-eun, chief buyer of the Lotte Department Store Young Designer Team, said, "Grove is a brand emerging among the 2030 generation both domestically and overseas," adding, "We plan to further strengthen our position as a K-fashion platform by successfully operating this popup."




wonder@fnnews.com Jeong Sang-hee Reporter