Lotte Department Store's Dongtan branch announced on the 14^th that it will strengthen its regional lifestyle by introducing a ‘compact strategic store’ under the global life brand ‘NITORI’ on the 15^th Nitori is a global living company that operates more than 1,000 stores in 12 countries across Asia and provides solutions optimized for Asian residential life. It is securing an unrivaled position to lead the living trend in the Asian market by proposing differentiated product groups and comprehensive home furnishings solutions tailored to the Asian residential environment. The concept of the ‘Nitori’ store, which opens at Lotte Department Store's Dongtan branch, is a ‘compact strategic store’ with the most efficient space composition among stores in the world.

It is a method of selecting and placing only the core products most preferred by customers in local commercial districts in a space of about 100 pyeong (300m²), away from the format of existing large stores. It is a ‘curation store specialized in commercial areas’ that maximizes accessibility by delicately reflecting department store customers' shopping trends and purchase patterns, and is the first new distribution model to be introduced in Korea in Nitori. Rather than large furniture, they focused on daily life-friendly items such as kitchenware, storage miscellaneous goods, and functional bedding that newlyweds and families with young children can use immediately in their daily lives. In particular, more than 80% of all products are composed of their own brand (PB) products planned and produced by Nittori, introducing proven quality and reasonably priced household goods to department store customers who value quality.