SEOUL, Nov. 3 (Yonhap) -- Lotte Department Store said Tuesday it opened "Scentray," a K-perfume curation store, on the third floor of its Yeongdeungpo branch.

Scentray is a K-perfume specialty store planned and developed by Lotte Department Store. It showcases promising South Korean fragrance brands in one location and recommends signature scents tailored to customers' moods and styles.

The store opening is part of a strategy to strengthen the department store's perfume business in response to the growing fragrance market. Lotte Department Store's perfume sales rose 20 percent year-on-year from January through October 2026. In response to growing interest in perfumes, the company plans to offer a differentiated shopping experience by showcasing Korean fragrance brands and recommending scents tailored to individual preferences.

Scentray carries popular Korean fragrance brands including KEYTH, CHI, Rbow, glow and Holly Barnum. Lotte Department Store buyers personally identified the brands and pursued their entry into the store, with the lineup differentiated based on each brand's fragrance expertise and individual character.

Through Scentray, Lotte Department Store plans to introduce Korean fragrance brands while expanding personalized beauty experiences centered around scents.

Scentray operates an experiential consulting program based on fashion image analysis. The program first analyzes a customer's style based on eight fashion images, including romantic, modern and natural, using photos and keywords selected by the customer. It then recommends an optimal scent by taking into account the customer's desired emotions and situations in which the fragrance will be worn. Customers can sample and compare scents on site to find a signature fragrance that suits their preferences.

In addition, Scentray will host a series of relay pop-up stores featuring popular fragrance brands to continuously offer customers new scent and brand experiences. It also plans to offer professional perfumery classes in cooperation with the department store's cultural center, providing a variety of hands-on content where customers can explore and sample fragrances themselves.

Kim Eun-hye, head of Lotte Department Store's beauty team, said, "As interest in perfumes continues to grow, we prepared this K-perfume specialty store to showcase the diverse appeal of Korean fragrance brands and help customers discover scents that reflect their own tastes and individuality."

"We will continue to provide customers with new beauty experiences through differentiated brands and content," she added.

jwc@yna.co.kr

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