Retail in Asia

Hyundai Duty Free opens largest niche perfume pavilion in Korean travel retail

Hyundai Duty Free has opened a niche perfume pavilion offering 30 niche fragrance brands. These include Acqua di Parma, Le Labo, Penhaligon’s, Byredo, Diptyque and Maison Margiela among several Hyundai Duty Free-exclusive labels.

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The House of Perfume brings together the largest selection of niche fragrance brands in South Korean travel retail. Source: Hyundai Duty Free

The House of Perfume, Korea’s largest duty free pavilion dedicated to niche perfumes, is located on the ninth floor of the Hyundai Department Store building.

The House of Perfume also debuts several niche fragrance brands into South Korean travel retail. These include Jo Loves, sister brand of Jo Malone London, and British luxury perfume house Clive Christian.

It is also the first offline duty free store to offer Borntostandout and Bardot, two Korean brands popular with Gen Z and millennial shoppers.

The opening underlines Hyundai Duty Free’s beauty offer and its mission to become a leader in South Korea’s dynamic travel retail industry. The Hyundai Duty Free Department Store enjoyed a 15 percent increase in perfume sales compared to 2022, the company said.

The growth can be attributed to the lifting of mask requirements in South Korea, and to the growing popularity of niche fragrances with Gen Z customers.

Commenting on the opening, a Hyundai Duty Free spokesperson said: “The number of duty free shoppers has been rising steadily due to the dramatic increase in not only the number of foreigners visiting Korea but also Korean nationals travelling overseas.”

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“Going forward, we will continue to bring in new brands as well as host more interactive and hands-on events, such as makeup demonstrations and beauty classes, to give our customers fun and memorable experiences.”