What: Lotte Duty Free has announced the launch of Sogong 1st Avenue – the first online luxury duty free shop in the world.

Why it is important: It marks the next step in the retailer’s plans for the post-Covid era as well as a move to engage more with younger, Gen Z shoppers.

Lotte’s online sales increased from 25% of its business in 2016 to 45% in 2020 and the company expects the ratio to continue to grow going forward.

To tap into this shift, Sogong 1st Avenue will host more than 30 luxury brands and about 5,000 products, ranging from bags and clothes to accessories and including items which were not previously available in duty free. The company also plans to expand the offer further in the future with the launch of a wine and whiskey pavilion.

Lotte Duty Free opens first online luxury duty free store