The Life set to bring Scandinavian style to Ilsan

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The Life set to bring Scandinavian style to Ilsan

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A bunk bed and a kid’s tent that will be sold at E-Mart’s own Ikea, The Life. Provided by the retailer

Just a week before the official opening of Shinsegae’s The Life, a local version of Ikea, some of its products have come to light.

The 3,300-square-meter (35,520-square-foot) store is located at E-Mart Town in Ilsan, which will open the same day.

The Life will sell more than 5,000 items including furniture, lighting, kitchenware, home accessories, gardening tools and home fragrances.

Product lines at The Life are styled after northern European home furnishings that combine style with functionality, according to E-Mart.

Even small home accessories like toothpaste holders and shampoo containers have fun details like embossed prints. Its bamboo frame laundry basket is similar to the ones seen at resorts.

Furniture is easy to assemble at home. The Logico Row Cabinet can be assembled within 15 minutes and does not require tools.

The Life also brings unique import brands, like U.K. glassware brand Ravenhead’s craft beer glasses.

E-Mart says items will be priced according to its usual policy: 10 percent will be super-low priced, 80 percent will be mid-to-low priced and 10 percent will be premium items.

There is also children’s goods section and a “design studio,” which E-Mart expects to be key selling points.

Items in the children’s section include a raised bed with a play area underneath, as well as Aaron Kids House, a tent made with lightweight wood and cloth.

The design studio is for shoppers who like to do things themselves. Similar to Home Depot, it offers everything needed for projects like renovating a kitchen or bathroom.

E-Mart Town will also offer an electronics retailer and Shinsegae’s Peacock brand food court, as well as stores selling drones and “kid+adult” collectable figurines.

There is speculation that Chung Yong-jin, the vice chairman of Shinsegae Group, will personally visit the opening ceremony scheduled for June 18 at 10 a.m. Chung has made a number of posts about new the E-Mart Town on his Facebook page.


BY LEE HYUN-TEK, PARK JUNG-YOUN [park.jungyoun@joongang.co.kr]

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