HD Hyundai Infracore to sell excavator in dept. store

South Korea's HD Hyundai Infracore Co. will sell excavators at a department store for the first time in the domestic construction equipment industry. 

The company announced on Wednesday it will open a pop-up store at Hyundai Department Store's Mokdong location in Seoul, showcasing and selling its construction machinery brand, Develon.

The Develon pop-up store will operate for four days on Nov. 16-19 in the lobby and outdoor exhibition space of the Hyundai Department Store Mokdong branch. The pop-up store will unveil one type of eco-friendly electric excavator (DX20ZE) and two types of mini-excavators (DX17Z-7 and DX30Z-7). 

HD Hyundai Infracore planned the pop-up store to provide the public with the opportunity to see and experience construction equipment firsthand, promoting the new brand, Develon, and creating a more familiar awareness.

In collaboration with the Hyundai Department Store, the company has decorated the department store with an excavator exhibition space, and sales representatives will be present to provide explanations and sales consultations.

Dayoung, a member of the girl group WJSN recently appointed as the global ambassador for the Develon brand, will visit on Nov. 18 the pop-up exhibition and hold a fan signing event. Dayoung has garnered attention for obtaining a license as a small construction equipment operator by completing excavator operation education and practical training.

Meanwhile, HD Hyundai Infracore is promoting Develon through marketing activities such as selling excavators on TV home shopping channels and releasing a YouTube video featuring a story titled "My Mole Cricket," giving personality to the excavator. This is part of the company's efforts to boost brand awareness. 

Write to Mi-Sun Kang at misunny@hankyung.com