Lotte’s renovated Boucheron store is four times the size of the original. 

Lotte Duty Free has renovated and reopened the boutique for French high jewellery Maison Boucheron at its Myeongdong Main Store.

The new boutique is around four times the size of the previous iteration on the 11th floor, with its new location on the 10th floor stretching approximately 20 pyeong (approx. 13.22 sqm).

The store expansion comes as Lotte’s luxury watches and jewellery sales increased by about 13% in Q1 2025, compared to the fourth quarter of last year, with independent brands such as Chaumet, Fred and Messika showing strong growth, according to the retailer.

“Through the renewal of Boucheron Myeongdong Main Store, we will provide a high-quality shopping environment and at the same time strengthen the competitiveness of the high jewellery category,” said a Lotte Duty Free spokesperson.

“We will continue to make efforts to introduce the first and most special benefits to our domestic and foreign customers.”

The renewed space is designed to be a private boutique experience where shoppers can experience Boucheron’s distinctive sensibility and craftsmanship firsthand.

Collections that are available to discover include the ‘Quattro Collection’, which embodies the brand’s core design codes in four bands and ‘Cepe Bohème’, which isa said to maximise the brilliance of diamonds.

The Quattro Ring, in particular, has become a popular gift for couples-to-be and is considered one of the best-selling products in duty free shops, says Lotte.

The news follows Lotte Duty Free’s reopening its Boucheron store in Jeju in October last year.

Lotte introduced Boucheron to the Korean duty free landscape in 2018 and the brand has been receiving a ‘steady response’ from customers ever since.

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