Boon town— Seoul


The first multi-brand fashion store in Seoul, Boon The Shop is the guiding light for a generation of affluent, trend-conscious Koreans. Monocle examines its success as it celebrates its first decade.

Boon the shop

For department store CEOs, architects and bank analysts, the annual global retail inspiration/research tour still throws up the same predictable itinerary: one day in London, one in Paris, a possible side trip to see what’s going on in Berlin, a touch-and-go in Milan, Dubai (optional), Mumbai (optional), Hong Kong one day but two nights so there’s spa time at the Mandarin, and then two full days in Tokyo. If Monocle were doing the bookings we’d take a few detours and visit Coccodrillo’s new shop in Antwerp, alight in Beirut to snap up some inex…

Time to expand?

Founded: 2000

Number of outlets: Four (Boon The Shop Cheongdam flagship store, Shinsegae main store, Shinsegae Gangnam department store, and Shinsegae Centum City department store).

Parent company: Shinsegae opened South Korea’s first department store in 1930. The firm went public in 1985. Owning the Korean licence, Shinsegae opened the country’s first Starbucks coffee store in 1999. In 2006, the company also acquired Walmart Korea.

Future plans for Boon The Shop: Business expansion in contemporary designer outlets within department stores.

What we’d like to see next: Boon The Shop launching in more Asian cities, such as Hong Kong, Singapore, Beijing and Shanghai.


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