The Shilla Duty Free in Phuket is Hotel Shilla's first duty-free store outside of an airport. Hotel Shilla currently operates outlets in Changi Airport in Singapore and Macau International Airport. Its overseas operations make up more than 15 percent of total revenue.

The Phuket outlet is a 15-minute distance from the famous tourist attractions of Patong beach resort and Phuket Town. The two-story, 25,000-square-foot outlet includes a cafe and a restaurant for tourists. It is currently in a soft open with 400 brands, with a grand opening to come in December with 50 additional watch and jewelry brands, the company said.

The store was opened by GMS Duty Free, a joint venture between Hotel Shilla and Thailand companies Gems Gallery and The Mall. Hotel Shilla oversees the general operation of the Phuket outlet while the Thai companies are responsible for sourcing and marketing local products.

Hotel Shilla is accelerating the expansions of operations abroad, with another Japanese branch in the works for 2017, according to the company. The Japanese outlet will be a joint project with department store operator Takashimaya and ANA Holdings Inc., to be opened in Takashimaya’s flagship store in the Shinjuku shopping district. 

By Won Ho-jung (hjwon@heraldcorp.com)