Sunday 22 April 2018
Etude House, part of South Korean beauty and cosmetics conglomerate AmorePacific, has chosen Dubai as the location for its first store in the Middle East, outside its home region. The brand, which is already present in 12 countries in Asia with 670 stores, announced a partnership with partnership with Kuwaiti retail conglomerate, MH Alshaya on March 28, 2018.
The brand’s first store in the region will open at the Dubai Mall, to tap into the demand for cosmetics in the burgeoning market. This will be followed by a second store in Kuwait and another one in Saudi Arabia. The company’s plans include opening approximately 10 stores in the GCC in the near term and are a part of its overall global footprint expansion strategy.
The cosmetics company manufactures about 900 stock-keeping-units (SKUs) each year, with global brand sales worth USD 400 billion annually.