Parco signed a wide-ranging agreement with South Korea’s Hyundai Department store last month.
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The first stage of the collaboration will see Parco sell leading Korean fashion brands sold at Hyundai from this month. Eleven brands, including Emis, Matin Kim and Noice, are to be sold in popup stores at Shibuya Parco from early May.
The pop-up space on the third floor will be managed by Medicare Lab, which operates the online platform Nugu targeting what Korean’s call the MZ generation (Millennials and Gen Z).
In the medium to long term, it is expected that Parco will rollout Korean brands across its entire chain while Hyundai will promote Japanese fashion and culture brands sold through Parco.