LF Opens First Solo Store of Niche Perfume Select Shop 'Joboy' in Korea

Hyundai Department Store Opens First Standalone Store in Pangyo with High Consumer Spending Power

[Asia Economy Reporter Eunmo Koo] LF announced on the 12th that it will open the first standalone store of the French niche perfume boutique ‘JOVOY’ on the first floor of Hyundai Department Store Pangyo.

JOVOY is a niche perfume boutique brand launched by Fran?ois Henin in 2010. It was established to revive the enchanting renaissance of a Parisian perfume house born in 1923 that had been forgotten for over 80 years. It carefully selects and showcases niche perfume brands from around the world that meet all the criteria of unique scents, powerful messages, and craftsmanship.

JOVOY is famous for proposing the best fragrance combinations that cross multiple brands, leveraging its characteristic as a niche perfume boutique. It is a boutique that recommends customized scents according to customer preferences along with explanations about the unique ingredients and stories behind the perfumes. Domestically, it is currently available at LF Mall, Raum Mist, and Shilla Duty Free, and this time it opened its first standalone store at Hyundai Department Store Pangyo.

The JOVOY Hyundai Department Store Pangyo store features a combination of intense red and black colors, recreating the atmosphere of the Paris local store. At the store, customers can find niche perfumes from carefully selected brands worldwide, including the in-house brands ‘JOVOY’ and ‘Zero Boam’, as well as brands introduced for the first time in Korea such as ‘Jacques Fath’, ‘Parfum de Empire’, ‘Cano Barcelona’, and ‘Winn Nuit Nomade’.

The product price range is from 60,000 KRW to 400,000 KRW. JOVOY plans to expand the range of niche perfume brands and strengthen its product lineup, while also introducing a consulting service through online pre-reservation starting from the 22nd to maximize customer experience.

Kim Cheol, Executive Director of LF Cosmetics Division, said, “As the beauty trend of expressing one’s personality through fragrance spreads, consumer interest in niche perfumes with rarity value is increasing. We hope customers will enjoy a variety of trendy niche perfume brands popular in Paris at JOVOY’s first standalone store in Korea.”