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South Korea's E-Mart Is No Wal-Mart, Which Is Precisely Why Locals Love It
Keywords:
Tags: Retail, South Korea,
S. Koreans do not like the Wal-Mart style large warehouse type of retail stores as a place to shop in. What they want is the Korean outdoor market comfortably tucked inside. A better comparison to Korea's own E-Mart owned by Shinsegae is Target stores in the U.S., where there is a a nicer spacious layout, lower shelves. Then you have to add the feeling of a Korean outdoor market with vendors in the form of girls with polo shirts showing the brands they represent calling out to customers, above the sound of butchers calling out prices of meat and fish. A senior executive at Shinsaegae's E-Mart says S. Koreans hate the warehouse format. As a result Wal-Mart and Carrefour had to withdraw from the Korean market. E-Mart's founder, Lee Myung Hee, is the daughter of the Samsung Group's founder Le Byung-chul. The company is now run by her son, Mr. Chung, who is combining professional mangement with ownership management to run E-Mart. The original E-Mart was a small operation acquired by the Samsung founder in 1963, and separated from Samsung under Ms. Lee in 1991. The first E-Mart opened in 1993. In 1999 Samsung took a 11% interest in Samsung-Tesco discount chain retail stores, a joint venture with Tesco Corp. of the UK. Shinsaegae expanded quickly after the 1998 Korean financial crisis, by acquiring land at attractive prices. With the failure of the Wal-Mart stores in S. Korea, Shinsaegae acquired the Wal-Mart operation for $872 million in 2008.
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