Retail in Asia


Bluebell Group expands fragrance concept L’Atelier des Parfums to Korea

Bluebell Group, Asia’s leading omnichannel brand partner and operator, announced the expansion of its multi-brand fragrance concept store L’Atelier des Parfums to Korea in January, as part of the Group’s strategy to strengthen its presence in the Korean domestic retail market.

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Under the L’Atelier des Parfums concept, Bluebell Korea introduced four new brands in the market: Parfums de Marly, ETAT LIBRE d’Orange, Chabaud and Ormonde Jayne. The launch kicked off with the opening of Parfums de Marly’s very first stand-alone store in Seoul at Lotte Department Store. Followed by a pop-up store at Lotte Main Department Store in July, housing all four fragrance brands, and another pop-up store at Galleria Apgujung Department Store. In October, Korea’s first L’Atelier des Parfums concept store opened at Shinsegae Gyeonggi Department Store, at the same time as the launch of its own e-commerce store that offers “Find my Fragrance”, a personalised curation service.

Source: Bluebell Group

“A true testament to our roots in the fragrance industry since 1954, and a reflection of our entrepreneurial spirit, we are delighted to expand our L’Atelier des Parfums concept, which started in Japan, into the Korea market. To establish an unparalleled network of stores in key locations throughout the market in line with our mission of growing the visibility of fragrances overall, we opened stores at Korea’s three major retailers, Lotte, Shinsegae and Hyundai, in line with the expansion of their own perfume zones to bring this craft to more consumers,” said Ashley Micklewright, CEO of Bluebell Group.

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Bluebell Korea’s Chairman, Daniel Mayran commented: “We are excited to provide Korean fragrance lovers a destination for fragrance discovery, education and purchase. According to our latest consumer survey* carried out in September across six Asian markets, 73 percent of Korean respondents showed interest in exploring niche fragrance brands. Within the skincare/beauty/fragrance product category, 40 percent of Korean respondents ranked fragrance as the number one category of ‘new’ interest, with the trend led by Millennials and Gen Z.”

*Asia Lifestyle Consumer Profile, Bluebell Group

Retail in Asia is part of the Bluebell Group.