Rest stops along the expressways across the country have long become a must part of itinerary when traveling Korea because of their regional food and souvenir varieties and entertainment features. They have recently added another appeal - shopping. Local fashion industry recently discovered the venues as attractive alternative source of profit as less costly brick-and-mortar shops away from saturated urban districts especially during lengthy downturn in domestic economy.

Shoppers are diverse and moreover quick in decision-making with rare refunds as they are on the go.

The burgeoning shopping districts along the highways come in bigger space to accommodate much greater choices from latest to carry-over stocks, allowing the vendors to become more flexibility in pricing to lure bargain seekers to open their wallets and make impromptu purchases.

A rest stop named Deokpyeong Nature down the Yeongdong Expressway linking Incheon and Gangwon is a good example. According to the venue on Tuesday, 40 percent of 55.4 billion won ($47.32 million) in total sales of the turnpike rest stop came from fashion items last year.

The rest stop opened in 2007 is accessible from both ends of the highway and several golf courses are in the vicinity and it is the starting point towards scenic attractions like Odaesan and Seoraksan national parks and Daegwallyeong forest. The rest stop capitalizes on the huge influx of people as an opportunity to sell hot items. The number of users reaches 12 million people a year. Golf and outdoor brands are always racing to open shops here. The average stay of customers is 33 minutes here compared to other ordinary highway rest stops where people spend just 15 minutes.

“Windbreakers are hot items due to cold weather these days and some buy gloves and beanies they forgot to bring for climbing or skiing. In summer, rash guards sell like hot cakes,” said Lee Sung-hoon, a senior manager of sport brand “HEAD” and golf brand `ELORD` shops located at the rest stop.

“New lines as well as carryovers sell well thanks to a variety of discount programs. Shops here are top-tier profit generators in the country. In winter, down jackets become a popular item because it is colder than the urban area,” said an operator of outdoor brand K2 at the rest stop.

Another outdoor brand Black Yak is running shops here and along the Gyeongbu Expressway headed for Seoul and Busan. It selects products with high discount rates to make drivers pull in. “It is an optimal venue to promote the brand because there are many customers who enjoy climbing,” said a company official.

Outdoor shopping mall 7 SMILE located at Kiheung rest stop along the Gyeongbu Expressway toward Busan is another hot spot, where outdoor and golf wear brands such as NEPA, NorthCape, RedFace, Elle, Fantom and JDX are nestled.

An official of NEPA which runs seven rest stop shops said "the Kiheung rest stop is one of the best-selling places and sales keep growing every year.”

By Jeon Ji-hyun

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]