LF Bulri1803, Hyundai Main Store Renovation Reopens

[Asia Economy Reporter Yujin Cho] French beauty brand Buly 1803, operated by lifestyle culture company LF (CEO Kyusik Oh), announced on the 28th that it has renewed and reopened its store at Hyundai Department Store Main Branch.

This store renewal follows the brand strategy to strengthen the perfume category and meet the increasing demand for rare fragrances. Sales of Buly 1803’s niche perfume items grew sharply by about 150% compared to the same period last year until April this year.

Reflecting these consumer trends, the renewed store was designed with a structure optimized for differentiated scent testing, and unlike previous Buly 1803 stores, perfume items were placed prominently at the front.

The reborn Buly 1803 store is located on the basement 2nd floor niche perfume corner of Hyundai Department Store Main Branch. The interior is decorated to convey a classic yet luxurious brand identity.

Using steel materials as the main element, squares and circles were harmoniously combined to modernly reinterpret the 19th-century sensibility pursued by Buly 1803. Unnecessary details were boldly removed, and a striking red velvet material was used as a point to enhance focus on the products themselves.

In particular, drawers equipped with air pumps were placed under the perfume products to provide a fun and effective scent testing experience.

To celebrate the renewal of the Hyundai Department Store Main Branch store, Buly 1803 is holding an event with abundant benefits for customers until May 31.

First, when purchasing the brand’s signature perfume product ‘Eau Triple (75ml)’, customers will receive one free mini spray perfume ‘Best Eau Triple (9ml)’. When purchasing the ‘Baume de Muse (7g)’ lip balm, a free engraving service is provided for each customer.

Also, customers who spend over 200,000 KRW at the store will receive a department store gift certificate worth 10,000 KRW, and those who spend over 500,000 KRW will receive the popular item ‘Pomade Concrete (75ml)’ hand cream worth 58,000 KRW.

Meanwhile, Buly 1803 is a new premium beauty brand that perfectly restores and completes the mysterious beauty care methods of Jean-Vincent Bully Pharmacy, which was popular among 19th-century French aristocrats. LF first introduced it to Korea in 2016.

It has secured a differentiated position with its unique long-lasting water-based perfumes and calligraphy services. Last year, it attracted attention by launching a perfume collection in collaboration with the Louvre Museum. Currently, it has expanded to more than 10 countries worldwide, including France, the United States, the United Kingdom, Denmark, Australia, Taiwan, Hong Kong, Japan, and Korea.