THE WHAT? Lotte Duty Free has launched a bricks and mortar store for beauty brand Nonfiction, located at the Seoul flagship, according to a report by Moodie Davitt Report.

THE DETAILS The store is a follow up to its international expansion to a Sephora Hong Kong pop-up, Tokyo, Japan and France. 

Marking the launch, Lotte Duty Free is offering free goods to online and offline consumers when purchasing Nonfiction products. 

It will also host a Star Lounge event during H1 with top tier consumers. 

THE WHY? The new Nonfiction’s store highlights its ongoing global expansion and push into new markets.

Lotte Duty Free Head of Product Division 1 Lim Hyung-il, said: “To meet the increasing demand for duty free shopping, we are discovering trendy brands preferred by domestic and foreign customers.”