SOUTH KOREA. Ader Error has teamed up with Lotte Duty Free to open a shop at its flagship location in Myeong-dong, Seoul, marking the Korean streetwear brand’s travel retail debut.
Established in 2014, Ader Error has gained popularity in both domestic and international markets, with a presence in over 60 countries and regions worldwide.
The opening underlines Lotte Duty Free’s previously announced strategy to deepen its K-fashion offering. In a May interview with The Moodie Davitt Report Lotte Duty Free CEO Kim Ju Nam said: “The Korean Wave has been around for a long time. But we can’t just repeat the same thing. So we are trying to introduce our customers to some more experiential K-culture and develop new products to showcase it.
“K-beauty used to be very popular; however, that growth has slowed. Then what’s the next step? I’m confident to say it’s K-fashion.”
Kim and Lotte Duty Free backed that confidence by creating a dedicated team in 2023. “We are going to introduce a K-fashion ecommerce platform in the second half of this year to connect brands and trade buyers,” Kim revealed in the interview. “Once that’s proven successful we will launch globally.”
Located on the 10th floor of the retailer’s Myeong-dong downtown store, the space features an innovative interior concept based on the brand’s distinctive design philosophy.
Standout design features include the stitch details embedded in the carpeting, highlighting Ader Error’s brand identity throughout the space.
The store showcases the brand’s key collections and the latest products from its Significant line, which include hoodies, T-shirts and pants. This streetwear collection features a minimalist silhouette and functionality.
To celebrate the opening, customers will receive a limited-edition Ader Error badge for purchases over US$300 on a first-come, first-served basis.
Lotte Duty Free Product Strategy Division Head Lee Seung-guk said: “We are delighted to be the first duty-free shop to exclusively introduce the globally popular fashion brand Ader Error. We will continue to strive to introduce trendy brands preferred by domestic and foreign customers ahead of others.”
As global interest in K-fashion grows, the customer base for this category has diversified, driving the retailer to continue enhancing its brand portfolio to respond to the increasing demand. ✈
