The newly renovated Tory Burch store is located on the 11th floor of the Myeongdong Main Store.

Lotte Duty Free is reinforcing its fashion offer with a refreshed Tory Burch boutique at its Myeongdong Main Store and a new store opening at its World Tower location in Seoul.

The newly renovated Tory Burch store, located on the 11th floor of the Myeongdong Main Store, introduces the brand’s latest flagship design concept, first seen on Rodeo Drive in Los Angeles. The space marks the third rollout of this concept in Asia, following Shanghai and Hong Kong, and represents its debut in the Korean market. The design blends architectural structure with a mix of materials, reflecting Tory Burch’s heritage while delivering a distinctly modern aesthetic.

The upgrade comes as Tory Burch continues to broaden its appeal beyond its core audience of professional women aged 20 to 50, increasingly targeting Gen Z consumers across Asia. Key collections highlighted in the stores include the T Monogram line, which has proven popular in China, and the Romy line, now a bestseller in Korea and Japan. Founded in New York in 2004, Tory Burch has grown into a global fashion brand synonymous with American luxury, while also supporting initiatives focused on women’s empowerment.

Alongside the Myeongdong renovation, Lotte Duty Free is set to open a new Tory Burch boutique on the 8th floor of its Jamsil World Tower store, further strengthening the brand’s footprint across its downtown duty free network, which already includes locations in Busan and Jeju. The timing aligns with the Lunar New Year holiday period, traditionally a peak shopping season for Korean consumers.

To mark the store renewal and new opening, promotional activity is under way, with customers receiving a Tory Burch canvas tote bag on a first-come, first-served basis with qualifying purchases. Lotte Duty Free also confirmed plans to introduce duty-free exclusive products in collaboration with the brand during the first half of 2026.

A Lotte Duty Free spokesperson said the launch was significant in bringing Tory Burch’s latest flagship design to Korea for the first time, adding that the retailer will continue to work closely with global brands to deliver differentiated retail environments and exclusive product offerings for travellers.

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