Samsung rebrands retail chain as Samsung Store to court young consumers

• Published date: 08 March 2023
• Publication title: The Korea Times

Samsung Electronics will change the name of its offline stores in Korea to Samsung Store from Samsung Digital Plaza in a bid to appeal to young consumers, the company said Tuesday.

Samsung operates the stores nationwide, selling various Samsung devices ranging from Galaxy smartphones to Bespoke home appliances.

The company said all its offline stores in department stores and supermarkets as well as 360 Samsung Digital Plazas nationwide will be renamed as Samsung Store from Wednesday. Samsung has used the name Digital Plaza for its offline stores for 23 years since 2000.

After changing the name, Samsung plans to strengthen its younger brand image with gadgets of Galaxy, Bespoke, SmartThings and Lifestyle TV brands and aims to make Samsung Store a local landmark by offering various customized customer experiences at each store.

"Based on the value of the hyper-connected experience provided by One Samsung, Samsung Store will provide locally customized content and programs, transforming the offline store into a local community hub where customers will want to visit and stay," the company said.

For instance, the company will operate Samsung Culture Lab to share how to use its latest Galaxy devices and Bespoke home appliances and offer various learning programs related with cooking, interior and...