SOUTH KOREA. Lotte Duty Free has unveiled the redesigned Tory Burch boutique at its flagship Myeong-dong store in Seoul, with an additional location set to open at World Tower on Friday (30 January).
Located on the 11th floor, the revamped boutique reflects the American fashion brand’s latest design concept, echoing its Rodeo Drive flagship in Los Angeles.
This store is Tory Burch’s third Asian location, alongside Shanghai and Hong Kong, and the first in Korea to adopt the latest design concept.
The design combines the brand’s heritage with a contemporary aesthetic, expressed through architectural structures and material composition.
Tory Burch’s strategy focuses on expanding brand appeal beyond its established base of professional women to engage younger Gen Z consumers.
The brand is also expanding its presence in Asia, highlighting popular products such as the T-Monogram line, in high demand in China, and the Romy line, a bestseller in Korea and Japan.
Founded in New York in 2004, Tory Burch has grown into a global fashion brand embodying American luxury and supporting women-focused initiatives.
The brand has a presence at Lotte Duty Free’s Busan and Jeju locations, with an outlet set to open on the 8th floor of World Tower in Seoul, extending its travel retail footprint.
To capture increased holiday spending, the retailer is leveraging strategic store renovations and openings in its downtown locations ahead of the Lunar New Year peak shopping season.
Lotte Duty Free is celebrating the opening with a promotion, offering a Tory Burch canvas tote bag to customers at its Myeong-dong flagship and World Tower locations on a first-come, first-served basis.
In addition, the retailer is actively collaborating with Tory Burch to launch exclusive products in the first half of 2026.
A Lotte Duty Free official said: “It is very meaningful to be the first in Korea to introduce Tory Burch’s latest flagship store design. We will continue to strive to provide customers with differentiated store environments and exclusive products through partnerships with global brands.” ✈
