Shinsegae Centum City unveils renovated men's fashion floor with new brands

Shinsegae Department Store announced Wednesday that it has completed a major renovation of the fifth-floor men's fashion floor at its Centum City location. The retailer expanded its lineup of contemporary and designer brands as part of a strategy to make the floor the leading men's fashion destination in the Busan and South Gyeongsang Province market.

New brands are at the heart of the overhaul. Among the highlights are Roughside, which has built a loyal following by reinterpreting classic menswear through a modern lens, and Blankroom, which has drawn attention for its restrained designs and precise silhouettes. The additions are aimed at drawing a broad range of shoppers — from trend-conscious customers in their 20s and 30s to men who favor premium labels.

The store has also prepared a series of promotional offers to mark the reopening. Customers spending at popular brands including Theory, Beaker and Sandro Homme can receive gift vouchers worth up to 250,000 won ($187) depending on their purchase amount. Shoppers at Juun.J, Man on the Boon, A.P.C. Men and Gio Song Zio are eligible for direct discounts.

"Through this renovation, we have strengthened our lineup with new brands and content that were previously hard to find in Busan," said Sun Hyun-woo, head of fashion at Shinsegae Department Store. "We aim to establish this floor as the definitive men's fashion destination for the region."