On the 28th, the first-floor lobby of Lotte Hotel Busan in Busanjin-gu, Busan drew a steady stream of guests and tourists. Under soft lighting, the showroom-style space exuded the refined atmosphere characteristic of Lotte Hotel. Though modest in size, it brought together hotel bedding, bath products and kimchi that guests had encountered in their rooms, instantly conveying its concept as "a space to take the hotel experience home." This is "Lotte Hotel e-Shop," the first offline store from Lotte Hotels & Resorts.
Lotte Hotel Busan opened the store that day and began selling hotel-brand products. The showroom-style store allows customers to experience and purchase items firsthand that had previously been available only through the online mall. The store has an open layout that flows naturally from the hotel lobby. It was designed so that not only guests but also any citizen or tourist visiting the hotel can browse freely. Operating hours are from 9 a.m. to 9 p.m. daily.
Upon entering, Lotte Hotel kimchi products aimed at foreign tourists first catch the eye. The lineup includes a variety of kimchi such as cabbage kimchi, young radish kimchi (yeolmu kimchi), diced radish kimchi (kkakdugi) and mustard leaf kimchi (gatpa kimchi), as well as kimchi stew. Next to them, hotel goods including towels, slippers and gowns created in collaboration with the Lotte Giants are displayed, adding a distinctly Busan character.
The store also features a space that recreates the atmosphere of a hotel room. In the area dedicated to HAEON, Lotte Hotel's flagship bedding brand, the bedding system used in actual guest rooms is reproduced as-is, allowing visitors to experience the sensation of restful sleep they enjoyed at the hotel. Premium amenities used in guest rooms, including treatment, shampoo, hand wash, body wash and body lotion, are also on display.
A wine corner is set up separately across from the store. Centered on wines carefully selected by "L.SOMM," Lotte Hotels & Resorts' group of wine experts, the corner also offers whisky and traditional liquor, extending the hotel's food and beverage (F&B) strength into shopping. Going forward, the store plans to gradually introduce Busan regional specialties and other items in line with the season and timing.
The hotel industry is paying attention to the growing market for "hotel goods," in which consumers purchase the hotel brand itself, beyond rooms and restaurants. As more consumers seek to use hotel bedding, scents and amenities at home, online sales have also been steadily expanding. Lotte Hotel's strategy is to connect the demand formed online to offline experiences, extending the brand experience into everyday life.
At the site, various benefits marking the opening of the first offline store have been added, drawing a positive response from customers. "This is the first offline space from Lotte Hotels & Resorts, created so that customers can experience firsthand the Lotte Hotel e-Shop products they had encountered online," a Lotte Hotel Busan official said. "We will continue to introduce a variety of products and services that allow guests to carry the hotel experience into their daily lives."
