BOON THE SHOP Cheongdam

BOONTHESHOP (often stylized as BOON THE SHOP) was founded in 2000 in Seoul as the flagship multi-brand luxury concept store of the Shinsegae International group, opening on Apgujeong-ro in Cheongdam-dong as a deliberate luxury-retail destination at a time when most Seoul luxury shopping was concentrated inside the major Korean department-store chains. The Cheongdam flagship has anchored the brand's position in Seoul's defining luxury district for over twenty years. The BOONTHESHOP vocabulary settled around several distinguishing things: a buyer-led brand list anchored to the major LVMH, Kering, and Richemont luxury houses (Saint Laurent, Loewe, Bottega Veneta, Givenchy, Balenciaga, Gucci, Prada, Miu Miu, Brunello Cucinelli, Loro Piana) plus a particularly strong selection of contemporary independent designers (The Row, Khaite, Toteme, Cecilie Bahnsen, Hyein Seo, Juun.J, Kanghyuk, Kwaidan Editions, Heliot Emil, plus the major Korean designer brands), the iconic Cheongdam flagship building (a Pritzker-Prize-winner-designed multi-floor luxury space), and the brand's BOONTHESHOP Edit emerging-designer programme. BOONTHESHOP is owned by Shinsegae International, the South Korean luxury distribution conglomerate that also operates the Korean franchises for major European luxury houses and the major Shinsegae Department Store flagships. The retailer operates the BOONTHESHOP Cheongdam flagship plus the BOONTHESHOP Galleria Department Store concession (in the Galleria luxury department store), plus the BOONTHESHOP e-commerce platform serving South Korea. The Cheongdam flagship has been one of the defining destinations of Korean luxury retail and remains the primary Seoul flagship for many international luxury brands that are otherwise difficult to access outside Tokyo or Hong Kong.