Hyundai Department Store announced that it will introduce more than 40 brands sequentially to The Hyundai Seoul by the end of the year, starting with Pier of God and Geomdegasong on the 22nd of this month. Considering that more than 40 brands have already entered the store since August, it is the largest change in three years and eight months since its opening in February 2021. Through this product planning (MD) reorganization, The Hyundai Seoul will further strengthen its K Fashion, Global Luxury Brand, Popular Food and Beverage (F&B). The biggest change is the creative ground on the second basement floor. It will introduce the ‘first department store’ of K fashion brand, which is popular on social media. Examples include ‘Open YY’ and ‘San Mountain Gear,’ which will open this month. On the 29th, outdoor-style street fashion brand Shattergear will open.

Earlier in August, The Hyundai Seoul opened a men's casual brand ‘Polyteru’ store on the second basement floor. On the 3rd, the first department store of ‘Artist Complex’ was opened, which combines fashion stores and cafes. By the end of the year, it plans to add a total of 10 K fashion brands, including ‘Stand Oil’ and ‘N-Niz.’. It will also strengthen its global luxury brand. By the end of the year, big men's luxury stores such as Louis Vuitton Mens and Prada Mens will be opened here. New contemporary brands such as ‘Max Mara’ and ‘Eleventy’ and ‘Prada Beauty’ are also scheduled to enter the store.

In the F&B segment, The London Bagel Museum's first store in western Seoul will open on the 14th of next month. It is a famous bagel brand that has created an ‘open run’ centered on those in their 20s and 30s. The Hyundai Seoul store also sells exclusive dessert products that can only be tasted here. Popular dessert brands such as ‘Asaibol,’ which opened in August, ‘Okberry,’ famous for smoothies, and ‘Godiva Bakery’ and ‘Heart Tiramisu’ are also gaining popularity.