Retail in Asia

In Trends

Burberry launches official store on Shinsegae Group’s

Burberry on Monday launched the official Burberry store – a new digital collaboration with the Shinsegae Group, the Korean luxury department store.

The custom-built, dedicated space mirrors the brand’s own online flagship store,, consistent with Burberry’s luxury positioning. It offers Korean consumers a tailored assortment of Burberry products, allowing the consumer to have a seamless experience of the brand both in physical stores and online.

Since launching in 1930 as the first department store in Korea, Shinsegae has been at the forefront of change in Korea’s retail growth. The retail giant operates both an online and offline retail business. It launched as an integrated online mall in 2014.