Shinsegae Department Store Launched Last Year
Shinsegae International Acquires Business Rights
Expansion into Lip Care and Skin Care... Full-Scale Domestic Business Launch
Shinsegae International announced on the 21st that it will officially launch the domestic business of the global fragrance brand 'Bath & Body Works'. The plan is to capture both brand awareness and market share through expanding distribution channels and product lines.
Earlier this year, Shinsegae International acquired the domestic business rights of Bath & Body Works from Shinsegae Department Store. Leveraging its years of experience in the imported cosmetics business, the company aims to actively expand Bath & Body Works' domestic business and enhance the brand's competitiveness.
In line with this, Shinsegae International will open a new Bath & Body Works store on the 21st at Parnas Mall in Samseong-dong, Gangnam-gu, Seoul. This is the second standalone store following the one opened at Shinsegae Gangnam Store in May last year, and it is the largest store in Korea, offering over 350 diverse products.
Bath & Body Works, a fragrance-specialized brand that started in the United States in 1990, is well-known for body care products such as body wash, lotion, and mist, as well as fragrance products like candles. With a wide range of about 300 different scents and affordable prices suitable for everyday use, it has a large global fan base and is especially popular as a gift.
The Parnas Mall store opening this month will feature the ‘Gingham Plus’ format, applied to only two selected stores among over 2,650 stores in 43 countries worldwide. The Gingham Plus store showcases a specially designed interior by the headquarters, emphasizing the brand’s signature blue-toned gingham pattern in a more modern way. The space is about 20% larger than existing stores and is designed to feel more open.
Along with the Parnas Mall store opening, Bath & Body Works will newly launch a lip care line in Korea. The line includes lip glosses infused with the brand’s attractive scents, moisturizing and nourishing lip balms, lip tints that provide color and shine, and lip scrubs for smooth lips.
To celebrate the opening of the Parnas Mall store, Bath & Body Works has prepared a generous customer appreciation event. From the 21st to the 23rd, customers who visit the store will receive one full-sized hand cream worth 8,000 KRW randomly. This gift is available to the first 100 daily customers who are members of Shinsegae International’s own digital platform S.I.VILLAGE.
A representative of Shinsegae International’s Bath & Body Works said, “Having quickly established itself in the domestic market with reasonable prices, excellent quality, and trendy scents, we expect a positive response to this new store as well.” They added, “We will expand stores mainly in key commercial areas with a young and trend-sensitive population, raising brand awareness and market share in the domestic fragrance market.”
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