Lotte Department Store is moving in a different direction with its new Lotte Premium Mall, an online store dedicated to high-end, luxury items. Launched on September 19, the Lotte Premium Mall is the latest step in Lotte’s ongoing efforts to strengthen its online business. The new website stands out as most online malls try to focus on offering cheaper products. Lotte used to mostly sell affordable products on its online mall, but the new offering will include items from foreign luxury brands, including Bottega Veneta and MSGM. Lotte’s new online mall will sell in-season products from both domestic and foreign contemporary brands. Products from a total of 234 brands, including Mulberry, Vivienne Westwood, Etro, and Moschino are sold on the online mall. Lotte plans to expand the number of brands to 360 within this year. Lotte offers a fashion curation service based on the trends, colours, and materials customer choose on the online mall.