On the 26th, the Shinsegae Group’s e-commerce platforms Gmarket and Auction announced they will strengthen luxury direct purchasing by introducing the overseas direct purchase luxury boutique “AdoreLUX.”
“AdoreLUX” has established official partnerships with popular boutiques and luxury brands reflecting the latest trends in global markets, including Europe. It has garnered attention by planning luxury shopping experiences on various themes, particularly focusing on selecting popular brands among Generation Z (born from the late 1990s to the early 2010s).
Through the introduction of “AdoreLUX,” Gmarket and Auction aim to enhance their lineup of global premium brands. Customers can find brands partnered with “AdoreLUX,” including Stoerlondon, Scarosso, and Mytheresa. Additionally, they can check out popular products from luxury brands like Issey Miyake Bao Bao, The Row, Burberry, Stone Island, Fendi, Celine, and Miu Miu.
A Gmarket representative noted, “Through the introduction of ‘AdoreLUX,’ we will strengthen our lineup of young and stylish luxury direct purchasing items,” adding that “we will present various luxury fashion items at reasonable prices, including an area for carefully selected product recommendations by our merchandise division.”