Korean discount chain E-MART Inc. on Aug. 2 said it is launching a new store called Howdy that will specifically target 30- to 40-year-old men, Korea JoongAng Daily wrote Aug. 3.

The 113-square-meter store will open next week in Starfield mall in Goyang, northwest of Seoul, and will offer men's fashion items, toys and gadgets, according to the report.

The shop will also house a vending machine containing goods such as plastic action figures and Nike Jordan shoes, the newspaper said.

In July, Howdy already started selling products from over 100 brands online.