Burberry Japan will shutter its entire beauty retail network by 2018, comprised of Burberry Beauty and Burberry Beauty Box stores.
Following the closing of the Yokohama store in October 2017, Burberry Beauty before December 31 will have finalised mass store closures across Japan, after the British firm’s Japanese distributor Shiseido ended the contract partnership in April 2017.
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The Japanese cosmetic giant Shiseido, who recently announced a strategic shift in operations to focus more on its own prestigious brands, formed its allegiance with Burberry back in 2015, and has since held the contract granting it distribution rights Burberry’s beauty line and fragrance in Japan.
Under the new store approach in Japan, Burberry Beauty has already closed its Lumine Yokohama store on November 13, and the Ikebukuro Seibu store is scheduled to close on 25 December 2017.
Moreover, the Ginza Mitsukoshi store and the Umeda Hankyu store will close on 31 December 2017.
Japanese customers are still able to buy the brand’s makeup items from the Burberry website even after the stores close. As for Burberry fragrances, the company will look for new distributors and gradually redeploy its retail presence in Japan.
The news follows Burberry Beauty’s new partnership with American company Coty, which has obtained the licencing rights for beauty products developed by the heritage brand.
Kicking of in October 2017, Marco Gobbetti, CEO of Burberry, said: “Following months of hard work to ensure a smooth transition, this strategic partnership, which brings together tremendous beauty experience and expertise, has begun.”
Coty will have overall responsibility for strategic direction on the portfolio’s development, leveraging its global capabilities in beauty strategy, innovation, supply-chain and go-to-market, working in partnership with Burberry.
Coty CEO Camillo Pane said the firm’s “world-class ability in developing and bringing to market beauty brands will help drive a new phase of development and growth for Burberry Beauty.”
In Japan, as well as in other Asian markets, Burberry beauty products will be sold in leading luxury beauty retailers globally as well as in remaining Burberry stores and digital channels.