Shinsegae Department Store Opens 'Hyper Ground' with New BI at Its Cheonan-Asan Branch

[Financial News] Shinsegae Department Store will launch Shinsegae Hyper Ground at its Cheonan-Asan Branch, featuring a new brand identity (BI).
According to industry sources on the 17th, Shinsegae Department Store will open Shinsegae Hyper Ground at its Cheonan-Asan Branch on the 18th, bringing together young K-fashion brands. The Cheonan-Asan Branch is the first store to adopt Hyper Ground's new BI. It will introduce 20 new brands, including brands entering the local commercial district for the first time, and offer a broad range of products spanning street fashion, SPA, and accessories.
The store will feature brands popular among younger customers, including Pottery, Musinsa Standard, SATUR, NOMANUAL, Mark Gonzales, and MMLG.
Shinsegae Department Store chose the Cheonan-Asan Branch as the first location to adopt the new BI because it has a high proportion of young customers. In the first half of this year, customers in their 20s and 30s accounted for 42% of the branch's customer base, 1.5 times higher than the 28% average across all Shinsegae Department Store locations. With a large customer base that is sensitive to trends and highly interested in new brands, the company plans to strengthen its K-fashion offerings and target this demand.
Shinsegae Department Store plans to expand Hyper Ground's new BI, first introduced at the Cheonan-Asan Branch, both domestically and internationally. It will be applied sequentially to existing Hyper Ground stores, including Centum City and Daejeon Shinsegae Art & Science. The same BI will also be used for future overseas pop-up stores to establish a consistent brand image.
The rebranding will also unify Hyper Ground's brand identity. Until now, Hyper Ground had operated as two separate types of platform: an offline space in domestic department stores showcasing promising K-brands, and a platform supporting the overseas expansion of Korean brands. The company is reorganizing both under a single brand.
Shinsegae Department Store aims to discover promising brands in Korea, expand customer touchpoints, and create greater synergy by connecting them with overseas expansion.
Jang Su-jin, head of merchandising at Shinsegae Department Store, said, "Through Hyper Ground at the Cheonan-Asan Branch, we have made it possible for young customers to discover new and competitive K-brands in one place." She added, "Going forward, we will continue to identify new brands based on Shinsegae's distinctive merchandising capabilities and retail expertise, while presenting customers with differentiated content."
[email protected] Jang Yu-ha Reporter