Lotte Duty Free opens expanded Boucheron boutique at Myeong-dong flagship in Seoul

SOUTH KOREA. Lotte Duty Free has extended its luxury offering with the opening of a Boucheron boutique on the 10th floor of the travel retailer’s flagship Myeong-dong store in downtown Seoul.

At around 66sq m, the Boucheron boutique has been quadrupled in size from the French luxury watches and jewellery brand’s previous presence on the 11th floor, in order  to create a more elegant shopping environment.

This renewal is designed as a private boutique where consumers can experience Boucheron’s unique sensibility and craftsmanship first-hand, beyond a simple space expansion, Lotte Duty Free said.

The Boucheron offering includes the Quatre Collection, which embodies the brand’s core design codes in four bands, and the  Serpent Bohème, which maximises the brilliance of diamonds.

The Quatre Classique ring, one of Lotte Duty Free’s best-sellers. has become a popular gift for couples-to-be, the retailer said.

The two companies have enjoyed a close relationship since 2018 when Lotte Duty Free became the brand’s first and exclusive travel retail partner. The alliance was later extended to Lotte Duty Free’s store in Jeju (where the boutique was renewed last October), with both doors generating an encouraging recent response from Korean and foreign customers.

“Demand for luxury watches and jewellery has increased recently with sales in the category in the first quarter of this year increasing by about +13% compared to the fourth quarter of last year,” Lotte Duty Free said.

In line with Boucheron’s performance, Lotte Duty Free said brands such as Chaumet, Fred and Messica are also showing strong growth. As a result the company plans to add further global high-end brands to provide customers with a differentiated shopping experience.

A Lotte Duty Free representative said, “Through the renewal of Boucheron at our Myeong-dong main store, we will provide a high-quality shopping environment and at the same time strengthen the competitiveness of the high jewellery category.

“We will continue to make efforts to introduce the first and most special benefits to our Korean and foreign customers.”