Diptyque Opens World's Largest Flagship Store in Seoul Garosugil

Largest Single Store Worldwide with Approximately 78 Pyeong Area

[Asia Economy Reporter Eunmo Koo] Diptyque, imported and sold by Shinsegae International, announced on the 23rd that it will open its first flagship store in Korea on Garosu-gil, Sinsa-dong, Seoul. With an area of 260㎡ (approximately 78 pyeong), it is the largest standalone store among those operated in major cities worldwide, including the Paris flagship, London, Rome, New York, and Tokyo.

Diptyque's decision to open the largest store in Seoul is due to the recent rapid growth of the domestic perfume market. According to the global market research firm Euromonitor, the size of the domestic perfume market, which was about 500 billion KRW in 2015, grew nearly 20% to 600 billion KRW in 2019 over four years, and is expected to surpass 650 billion KRW next year. Among this, high-end premium niche perfumes are known to account for more than 90% of the total.

Since Shinsegae International secured the domestic distribution rights for Diptyque in 2017, the brand has recorded double-digit sales growth annually. Especially, since 63% of its customers are in their 20s and 30s, the company plans to operate the store in Garosu-gil, which attracts many young customers, focusing on expanding sales and acquiring new customers.

Located in the heart of Garosu-gil's main street, this store faithfully reproduces various elements reminiscent of Diptyque's Paris Saint-Germain 34 boutique. As the largest store in the world, it houses all of the brand's products and home d?cor items making their debut in Korea, allowing customers to fully experience all the charms of Diptyque in one space.

A Shinsegae International Diptyque representative said, "This boutique will not simply be a store selling products but a place where customers can experience Diptyque's artistic value in every aspect, including interior design and product composition," adding, "It will be a symbolic store that transforms Diptyque, known as a niche perfume brand, into a lifestyle brand encompassing all aspects of daily life."