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Boon the Shop Collection claims Harrods first

Sept 18,2019
Shinsegae Department Store debuts its women’s fashion brand Boon the Shop Collection at Harrods in London. [SHINSEGAE DEPARTMENT STORE]
Boon the Shop Collection, a Shinsegae Department Store luxury brand, debuted at Harrods Department Store in London, Shinsegae said in a statement Tuesday.

It is the first Korean fashion brand to have space at the British department store, according to the company. Established in 1849, Harrods is the largest department store in London and has 15 million visitors a year.

Boon the Shop Collection entered the department store alongside some 300 brands that are operating at the retailer. Shinsegae said its entrance will appeal to upper-class Europeans as well as to global shoppers.

Boon the Shop Collection will be situated on the second floor of the department store, along with global luxury brands like Bottega Veneta, Loewe and Gabriela Hearst.

Known for its fur and cashmere products, Boon the Shop Collection will offer some 100 “creative products,” such as a versatile thin leather skirt.

Prices will run several thousands of dollars, with a wool coat selling for 4,400 euros ($4,800).

With the rising Korean fashion wave, Boon the Shop Collection entered New York through Barneys New York in September 2017 and subsequently opened a shop in the Le Bon Marche department store in Paris last year.

In March, it entered New York’s Bergdorf Goodman.

“Boon the Shop Collection, which jumped onto the global stage three years ago, is raising its presence in the international market through its entrance at Harrods Department Store to become the first K-fashion brand to make the achievement,” said a spokesperson for Shinsegae. “We will capture the interest of consumers around the world, including Europe, to become a global luxury brand.”

BY JIN MIN-JI [jin.minji@joongang.co.kr]





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