Shinsegae Duty Free opens premium store at Incheon Airport

South Korea's Shinsegae Duty Free launched a premium store at Incheon International Airport, aiming to counter the decline in downtown duty-free sales caused by a drop in Chinese tourism.

The company said on Tuesday that it opened the Shinsegae Zone, located in the west wing of Terminal 2's departure area.

Spanning 2,107 square meters, the new space houses 140 brands and leverages Shinsegae Department Store’s expertise in luxury brand management.

The store features a multi-brand fashion area with transparent OLED display windows, highlighting its blend of luxury and high-tech elements.

Of the 95 fashion brands on display, a significant focus is on golf wear.

For the first time, a dedicated section caters to golf travelers, featuring brands like J.Lindeberg and G/FORE.

In an unusual move for a duty-free shop, the zone includes a pop-up store that rotates popular brand products, with the current offering showcasing limited editions such as Dior Beauty's Plan de Paris.

The store also offers product sampling and testing areas, setting it apart from traditional duty-free retailers.

Strategically located in front of the Korean Air lounge, the Shinsegae Zone is expected to attract a high volume of VIP customers.

Looking ahead, Shinsegae Duty Free plans further investment at Incheon Airport.

In the first half of next year, the company will open an additional ultra-luxury brand store near the west entrance of the airport.

Write to Jae-Kwang Ahn at ahnjk@hankyung.com