South Korean cosmetics brand to enter the Middle East

Rupkatha Bhowmick

ETUDE HOUSE – which is part of South Korean beauty and cosmetics conglomerate AmorePacific – is all set to foray into the Middle East, in partnership with Kuwaiti retail conglomerate MH Ashaya.

In an exclusive interview with RetailME, brand president Kwon Geum-Joo talks about the brand’s evolution and rollout plan

ETUDE HOUSE is currently present in 12 countries around the world with over 670 stores. Initially, the brand concentrated on the home market but gradually began to widen focus beyond South Korea, going into Japan and Hong Kong. Then it was time to expand to China. Today ETUDE HOUSE is present in many Asian markets along with the Oceania region. What’s more, the brand will enter the Middle East in March.

“Our journey in the Middle East will start in the UAE. The first ETUDE HOUSE store is all set to open at The Dubai Mall. Kuwait is the second market we are entering with a store at The Avenues, followed by Saudi Arabia at Hayat Mall. As of now, the plan is to open around ten stores in the GCC in the near term,” Geum-Joo reveals.

ETUDE HOUSE manufactures close to 900 SKUs every year. Globally the brand boasts sales worth $400 billion annually. And ETUDE HOUSE is confident that this number will soon go up with the Middle East rollout.

Read the full article in the March edition of RetailME