Retail in Asia


Dior opens store in Seoul, Korea after runway show

Source : Christian Dior

French luxury fashion house Christian Dior revealed the opening of a new Dior location in South Korea, following the showing of the luxury house’s Fall 2022 collection in the capital city, Seoul, on 30th April.

SEE ALSO : Dior to show women’s Fall 22 collection in South Korea 

Located in Seongsu-dong, a neighborhood driven by an innovative, cutting-edge spirit, the new Dior concept store measures 7,500 square foot and is designed to mirror the French brand’s Parisian flagship situated at 30 Avenue Montaigne, as seen on the outset via its “legendary façade”, according to a press release.

The building’s open-air construction, resembling a light-filled glass conservatory, includes a garden inspired by both Korean nature and French gardens — “a celebration of Monsieur Dior’s love of flowers,” added Dior.

Inside, the boutique – which retails the different domains of the house; from women’s  ready-to-wear to iconic sneakers and bags — the décor is punctuated by original pieces by Korean designers, including furniture by Kwangho Le and Jeonghwa Seo. The concept store also embraces Korean craftsmanship with the Toile de Jouy motif on traditional Hanji paper.

Finally, the boutique houses a café complete with a giant screen that reproduces a beautiful digital trompe l’oeil garden as a backdrop: a replica of the gardens of Christian Dior’s childhood home in Granville, Normandy.

The opening comes one week after Dior, one of the LVMH group’s flagship brands, took its Fall 2022 runway to Seoul, in a bid to make further inroads in the Asian market, where it has been growing steadily in recent years, today boasting 17 stores, in addition to this boutique.

In 2020, Christian Dior Couture Korea Co., the South Korean branch of Christian Dior, reported KRW 328.5 billion (USD 262 million) in sales and KRW 77.7 billion (USD 62 million) in net income, up by 75.8 percent and 253.4 percent, respectively, according to data released by Korea’s Financial Supervisory Service, as reported by Korea Bizwire.

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Likewise, Dior Korea’s operating profits of KWD 104.7 billion (USD 93.6 million) in 2020 were 2.4 times larger than the previous year, the reporter added.