South Korea’s Shinsegae Department Store will open its multi-brand luxury fashion boutique Boon the Shop in Harrods in London, joining the third fashion city after New York and Paris in show of confidence in its fashion selections.

Harrods is one of world`s most famous department stores that opened in London in 1849. It is visited by 100,000 daily and 1.5 million a year on average.

Opening an outlet in Harrods itself is meaningful for fashion brands as the retailer is highly picky about its choices on display, according to industry experts.

Boon the Shop will enter Harrods as one of the luxury department store’s 300 regular tenants, which includes world’s top luxury brands Bottega Veneta and Loewe. It will showcase more than 100 fashion items. Harrods will place selected Boon the Shop items under special display near the main gate, where more than 30 percent of visitors passes by, for two weeks from mid-September.

Founded in 2000, Boon the Shop is the first multi-brand luxury store in Korea. It entered Barneys New York, the American luxury department store chain, in 2017 and opened an outlet in Le Bon Marche department store in Paris last year. The shop will be showcasing its latest collection this month in Seoul at its flagship store in Cheongdam and Shinsegae Department Store in Gangnam.

By Lee Yoo-jin and Cho Jeehyun

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