JAJU, the lifestyle brand of Shinsegae Casa, is opening a new store in the Apgujeong Rodeo district, targeting MZ generation shoppers and foreign tourists in one of Seoul's trendiest shopping areas. [Shinsegae Casa]
JAJU, the lifestyle brand of Shinsegae Casa, is opening a new store in the Apgujeong Rodeo district, targeting MZ generation shoppers and foreign tourists in one of Seoul's trendiest shopping areas. [Shinsegae Casa]

Shinsegae Casa's JAJU opens Apgujeong Rodeo store

Fashion category accounts for 57% of sales

Pajamas, loungewear anchor district-tailored lineup

JAJU, the lifestyle brand of Shinsegae Casa, is opening a new store in Seoul's Apgujeong Rodeo district to capture younger shoppers and foreign tourists. The store leads with fashion — pajamas, loungewear and T-shirts — reflecting the area's revival as a hub for fashion brands and food-and-beverage outlets.

Shinsegae Casa announced Thursday the opening of the JAJU Apgujeong Rodeo store on Apgujeong-ro 46-gil in Gangnam-gu. The Apgujeong Rodeo strip drew young consumers in the 1990s before falling into decline in the 2000s. It began drawing crowds again in the late 2010s as fashion brands and dining spots moved back in. More recently, rising foreign visitor numbers have helped transform it into a destination blending fashion, culture and tourism.

JAJU decided to enter the district in response to that shift. The store sits near the fashion strip close to Dosan Park. Shinsegae Casa plans to use the Apgujeong Rodeo location to put JAJU's fashion lineup — its core growth category — front and center.

Fashion accounts for roughly 57 percent of JAJU's cumulative sales through May. The brand started as a household goods label but has been broadening its portfolio by expanding into apparel, including pajamas, loungewear, underwear and T-shirts.

The Apgujeong Rodeo store leads with pajamas, complemented by loungewear and underwear lines. The floor features cooling and cotton pajama sets and loungewear from the JAJU AIR series — launched in early May and already showing strong momentum — alongside mesh and artificial-silk underwear.

JAJU is running opening promotions at the new store. Customers who spend 10,000 won (about $7) or more will receive a lens-cleaning tissue pack on a first-come, first-served basis, while those spending 50,000 won or more will get a tarpaulin bag. Shoppers who add the brand's KakaoTalk Plus Friend account will receive a 10 percent on-site discount coupon.

"We designed the store with Apgujeong Rodeo's heritage and trendy image in mind, strengthening the fashion zoning with T-shirts and one-mile wear," a JAJU official said. "We will expand our touchpoints with young customers and global consumers, and build on our differentiated product strengths to enhance the brand's value."


hong@heraldcorp.com