The label, which is owned by South Korean retail conglomerate Shinsegae Group, announced the news on Tuesday saying it’s opening on the important second floor of the department store, as one of the 300 regular concession tenants that the store carries. It also said it’s the first South Korean fashion brand to open a Harrods space.
BoonTheShop as a concept store (South Korea’s first such shop) was founded in 2000, but launched as a separate fashion label a few years ago. It has recently been expanding that label, targeting the key shopping cities that have massive tourist trades as well as local affluent shoppers.
It initially opened in Barneys New York and last October also opened a space in the left bank Le Bon Marché store in Paris. The Harrods move is key as the giant shop is a tourist magnet in London and is visited by millions of people every year.
For its space in Harrods, the ultra-high-end collection that’s headed by Creative Director Valentine Miniconi, will offer around 100 pieces.