Lotte Duty Free is accelerating its plans to help build Korean fashion (K-fashion) brands into global luxury brands by signing more than 50 export contracts at the Coterie New York trade fair.

Lotte operated a joint pavilion at the business-to-business fashion fair, which took place from 20-22 February.

The Lotte Duty Free x Hi Seoul Showroom was supported by the Seoul Metropolitan Government, which Lotte entered into an MoU with last year to discover promising K-brands and develop them in overseas markets.

Participating brands at Coterie included C-Zann E, Ma & Me, Tina Blossom and Fleno.

The move builds on the opening of Lotte’s dedicated Seoul Fashion Week hall in its Tokyo Ginza store, which also showcases various K-fashion brands.

“It is very meaningful for Lotte Duty Free to participate in Coterie New York and introduce promising K-fashion brands to the world stage,” said Nam Gung-pyo, Head of New Growth Business at Lotte Duty Free.

“Lotte Duty Free will continue to actively develop and promote overseas markets for various domestic brands.”

Coterie New York featured more than 1,000 booths, showcasing women’s fashion, including high-end and contemporary F/W 2024 women’s collections, with buyers from around world, including North America, Asia and Europe in attendance.

Through showrooms, pop-ups and fashion fairs such as Coterie, Lotte plans to broker transactions between global buyers and K-fashion suppliers, drawing on its product sourcing capabilities and distribution network (utilising local experts from 14 branches in six countries outside of South Korea).

Furthermore, the travel retailer will help to increase sales and enhance brand awareness by giving brands a platform on its online and offline channels.

Lotte is pinpointing opportunities for expansion with its newly established ‘new growth business division’.

Until 31 March, Lotte’s is operating a 3CE pop-up store at LDF House (Korea’s first duty free showroom, which opened in Seoul in 2023), offering a roster of promotions such as special sets and discounts.

The company is also in the process of upgrading its own direct purchase mall, Ginza Nippon Direct Purchase, as well as its overseas shipping service, which can be used by shoppers residing outside of South Korea.

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