[Gonggam News, reporter Choi Seon-eun] Portuguese-style egg tart brand PICK BAKE opens a new store at Lotte Department Store Incheon on the 14th, stepping up the expansion of its department store network. PICK BAKE, which has pursued a direct-store expansion strategy centered on core districts of the capital area, is accelerating its push into the department store channel.

Starting with its first store in Seongsu-dong in 2025, PICK BAKE opened a second store in Jamsil, then entered Hyundai Department Store Trade Center and Lotte Department Store Myeongdong, steadily raising brand awareness. With Lotte Department Store Incheon, it has effectively completed its entry into the main commercial districts of the capital area and aims to strengthen its position as a premium dessert brand.

Opening on February 14, Valentine’s Day, is seen as a strategic choice. With demand for desserts and gifts peaking, the timing maximizes early attention on the new store. According to the industry, department store dessert sales rise 30–40% above normal around Valentine’s Day.

Entering a department store means more than adding a sales channel. Because brands must pass the retailer’s strict screening, it greatly boosts brand credibility. In fact, during its pop-up at Hyundai Department Store Trade Center, PICK BAKE recorded high sales and repeat-visit rates, proving it can win over department store customers.

Lotte Department Store Incheon is a flagship retail hub for the Incheon area, with tens of thousands of visitors a day. PICK BAKE plans to use this high foot traffic to actively target the Incheon and western Gyeonggi markets.

“As a brand combining Seongsu-dong style with premium quality, we expect strong synergy with the department store channel,” an industry insider said. “With the Lotte Incheon opening, entry into major department stores nationwide is likely to accelerate further.”

Source: Gonggam News (https://www.gokorea.kr)

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