There is a craze for ultra-light down that has captured the MZ generation. Montbell Korea opens a pop-up store at Shinsegae Gangnam branch

Oct 24, 2025

There is a craze for ultra-light down that has captured the MZ generation. Montbell Korea opens a pop-up store at Shinsegae Gangnam branch
Global outdoor brand Montbell opened a pop-up store at Shinsegae Department Store's Gangnam branch. Photo courtesy of Monbell Korea



Global outdoor brand 'Monbel Korea' (CEO Noh Young-chan) will operate a pop-up store at the new headquarters connection bridge on the 8th floor of Shinsegae Department Store's Gangnam branch from the 24th to the 6th of next month.

The pop-up store is a modern reinterpretation of Montabel's originality, which began in 1975, and its display, which combines the brand's iconic character 'Monta Bear' with traditional elements, catches visitors' attention.

▶ All of the signature down line-up focused on ultra-light technology




The main products consisted of the Montbell representative down series, Plasma and Superior, as well as the ultra-lightweight 1000 peel power EX-down' and the 800 peel power 'Light Alpine Down'.

In particular, this line-up is a product line that contains Montbell's unique technology that maximizes light weight and warmth, and actively targets the tastes of the 2030 generation through functionality and practical design that encompasses daily life and outdoors.

There is a craze for ultra-light down that has captured the MZ generation. Montbell Korea opens a pop-up store at Shinsegae Gangnam branch
Global outdoor brand Montbell opened a pop-up store at Shinsegae Department Store's Gangnam branch. Photo courtesy of Monbell Korea
▶2030 Brand Fanbase Expands Fast... Enhance Korea's presence with 'Imported Outdoor Brands'




Recently, Montbell has been rapidly expanding its brand fan base around 2030 thanks to the spread of lightweight padding trends. It is recording explosive sales at new major department stores such as The Hyundai Seoul branch and Shinsegae Gangnam branch, and continues to grow clearly, with major down products quickly sold out at the start of the 25FW season.

▶Development of direct import product conversion... 'Originality'Emphasis Strategy

In particular, from next year, the converted direct import business will be carried out in earnest this year. While maintaining the legitimacy and technology of the headquarters, it will introduce a product lineup optimized for the Korean market.








This article was translated by Naver AI translator.