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Lotte Dept. Store and SM Entertainment team up to launch sunglasses brand Oeil

Collected: 2017.06.28

Distributed: 2017.06.29

Source: Go Direct

[Photo by Lotte Department Store]

South Korea’s major department store chain Lotte Department Store has launched its own sunglasses brand in partnership with the country’s leading entertainment company SM Entertainment in hopes that worldwide K-pop appeal can help it successfully break into the local sunglass market that is currently dominated by international brands.

Lotte Department Store said on Wednesday it will open the official store for its sunglasses brand Oeil at its Myeongdong and Jamsil branches tomorrow. Oeil, which means eye in French, is a brand launched by Lotte Department Store in collaboration with SM Brand Marketing, the retail arm of SM Entertainment that has groomed Korean pop artists hugely popular in Asia, and 30-year-old eyewear manufacturer Grand Company.

The Oeil store will offer a selection of 30 items at reasonable prices to compete well against foreign brands that currently control the lion’s share of the local sunglass market.

It said the Oeil products are applied with new materials to create a lighter, more trendy design. The Unique line - its main item priced at 248,000 won ($217.5) - comes in a perky style and is made with special frames and lenses for better comfort, according to the company.

Another line features the emblematic colors and patterns of SM’s hottest idol groups, such as TVXQ, Shinee, EXO and NCT, to target the younger group. The price tag for its main item is 118,000 won. The company plans to launch other lines including the 14K gold-framed Luxury line and sunglasses co-designed by SM artists.

Oeil plans to expand its store in Lotte Department Store’s Busan and Yeongdeungpo branches, as well as through flagship stores and overseas markets.

By Sohn Il-seon

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