Lotte Department Store’s Incheon Branch Completes 3-Year Renovation, Targets 1 Trillion Won in Annual Sales

Lotte Department Store’s Incheon branch has completed a sweeping renovation that took about three years, and the retailer said it is aiming to become the first department store in western Seoul metro area to reach 1 trillion won in annual sales.
 
The Incheon store will hold a “grand open” event on May 1, Lotte said Monday, marking the final stage of the renovation that has been carried out in phases since 2023.
 
The overhaul centered on an upscale strategy to match fast-changing local demand. After opening the premium food hall “Food Avenue” in late 2023, the store added a large beauty zone, kids section, and women’s and luxury fashion areas the following year.
 
Despite lengthy construction-related disruptions, the store’s annual sales topped 8.3 trillion won last year, its first time surpassing 8 trillion won. That was up more than 10% from 2022, before the renovation. Sales in the first quarter of this year rose by more than 20%.
 
Lotte also reported a shift in its customer mix. The Incheon branch’s share of its top-tier “Avenuel Black” VIP customers increased, and sales from preferred customers rose about 20% from a year earlier.
 
Food Avenue, built around well-known restaurants to attract younger diners, helped drive new and repeat visits among customers in their 20s and 30s, the company said. Compared with before the renovation, both the number of new customers in that age group and their sales rose about 30%. Total visits to the renovated food hall surpassed 15 million cumulatively through last year.
 
A key addition is the first-floor “Luxury Hall,” completed this month. Starting with Piaget and Bulgari, high-end jewelry brands including Tiffany, Boucheron and Graff have opened in sequence this year. Moncler also reopened in what Lotte said is its largest store in South Korea. With the luxury lineup expanding to more than 50 brands, luxury goods accounted for more than 30% of sales as of the first quarter.
 
Lotte said it is also launching the “Lotte Town Incheon” project to turn the surrounding area into a mixed-use destination combining shopping and culture. With the department store renovation as phase one, the company plans to begin phase two in the second half of this year by modernizing the Incheon Intercity Bus Terminal.
 
The aging terminal, which draws an average of 7,000 visitors a day, will be relocated to a nearby site and rebuilt to improve convenience, Lotte said. The existing site will be redeveloped, with the goal of building a third major “Lotte Town” after Myeongdong and Jamsil.
 
Beginning on the official reopening day, the store will also run a customer appreciation event featuring hands-on programs for families, including a kids art station, a picnic garden and a pop-up liquor shop offering craft beer and traditional Korean alcohol.
 
“Incheon has wrapped up a premium renovation spanning three years and has completed preparations to enter the ‘next 1 trillion-won department store’ tier,” said Jeong Dong-pil, head of Lotte Department Store’s Incheon branch. “Through major innovation in customer experience, we will continue to grow it into a next-generation premium department store with competitiveness that goes beyond the region.”