Case study

The newest Shinsegae department store, located in Cheonan, South Korea opened the East Wing of a 1.26 million square feet total retail development complex, in December 2010 on the site formerly occupied by a Galleria department store. The West Wind is slated to open in August 2011.

The new store marks Shinsegae Group’s entry into this growing city, approximately 50 miles south of Seoul in the province of Chungcheong Nam Do. Including this newest location, the company operates nine namesake department stores as well as 151 E-Mart hypermarkets in Korea and China.

Shinsegae is known for many innovations including the opening of Korea’s first department store in 1930, to being the first to accept credit cards in that country as well as the first to sign partnerships with foreign brands. The project includes boutiques for luxury brands such as Chanel, Georgio Armani, Louis Vuitton, Cartier and Tiffany as well as a cineplex, food halls, cultural performance hall, and art gallery. Customer amenities include a concierge and valet parking, along with plazas where families and friends can gather.