The Best New Retail in Asia – June 2024

As a large and populous continent, Asia contains an incredible range of different store designs and approaches.

The theme this month is blending retail and hospitality, with two brands including bars and cafes as part of their fashion store strategy. The other theme is beautiful surroundings, with luxury and historical elements coming together to create spaces that customers are happy to relax and stay in.

Personalisation remains key this month, with stores offering services to customise products and one offering customisation at cafes.

Here are all the latest trends in retail this month in Asia.


Image credit: H&M

H&M, Seoul

The latest H&M store has opened in Myeongdong offering a new technological experience to customers.

The store is large and spread across six floors, including an outdoor terrace and a beautifully designed staircase. Customers visiting the store can find a variety of fashion across womenswear and menswear collections.

The standout development in the store is the smart fitting room technology. One set has a selection of mirrors that provide different backdrops and sounds, for people to create social media posts. The other contains mirrors that can identify items, suggest other products, and provide the customer the opportunity to choose different colours or sizes. The shopper can also order additional items from the H&M website.


Image credit: Kith

Kith, Seoul

Fashion brand Kith has opened a new four floor flagship in Seoul.

Customers can browse a selection of lifestyle products on the first floor and footwear and clothing on the second floor from a range of brands, including Kith’s own branded items. 

The ground floor contains a lounge space, with seating and a DJ area to play vinyl, and additionally a Kith Treats bar. For customers looking for a more substantial meal, the third floor has a restaurant from New York City – Sadelle’s. A variety of American staple foods, such as bagels, burgers and French toast, are available for visitors, who can also choose to eat on the fourth floor terrace and enjoy views of Seoul.

The launch was celebrated with a range of exclusive products, including Kith brand t-shirts and hoodies designed with Seoul graphics, Sadelle’s hoodies and caps, Kith X Jinro Soju bottle and clothing, and new Ronnie Fieg footwear using colours from the South Korean flag.


Image credit: Golden Goose

Golden Goose, Bangkok

Luxury footwear brand, Golden Goose, has launched a new store in Thailand.

The store offers a range of footwear, with an interesting ceiling design of suspended shoes. There is also a personalisation service called “Co-Creation” for customers to embellish their footwear.

Alongside the store, Golden Goose also launched Younique, a coffee shop. As customers wait at the checkout in the store, they will be invited to visit the café. The café has a display for customers to answer questions about how they are feeling, which the café will then use to provide them with a personalised order. The takeaway and in-store cups contain motivational messages, some of which are hidden. 

Customers can also choose luxury toppings like gold leaf to have on their beverages and desserts.


Image credit: Aesop

Aesop, Beijing

Beijing is the location for the first new store in China from cosmetics brand Aesop.

The Qing dynasty is the influence for the store’s interior and design, using classical Ming furniture and containing a courtyard residence. The store replicates House 19, a building owned by a member of the Qing dynasty.

The courtyard has been designed to be cool in the summer, with a pergola, canvas and silk. There is a tea station and benches where customers can relax. The house itself has a range of Aesop products, displayed in teak fittings in keeping with the traditional look. Customers can also find hidden sinks to try out the brand’s skincare range. Other rooms offer a consultation space for customers, as well as an Eaux de Parfum space to find an Aesop fragrance.


The North Face, Singapore

Outdoor brand The North Face has opened a new concept store in VivoCity.

The store is zoned into three areas reflecting the ranges on offer. Customers looking for lightweight clothing ideal for everyday use can visit the Urban Exploration zone. The Performance and Performance-Inspired zones contain clothing for particular activities, such as hiking and climbing.

The Summit Series is aimed at those who will be out in extreme weather conditions, such as snow, and contains products with adjustments and high resistance to the elements.

The launch was celebrated with a range of free activities, such as learning different knots and painting Jesmonite.

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