ASIA. Kiehl’s Travel Retail Asia has announced a solid close to 2009 following a flurry of boutique openings in premium locations across Asia.
“2009 has been a fantastic and exciting year for Kiehl’s Travel Retail Asia, with retail sales tripling those of 2008,” said Kiehl’s Scental Travel Retail Asia Pacific Brand Manager Estelle Cheng.
“Kiehl’s has risen to the top five brands in Korea. In Hotel Lotte, Kiehl’s is now ranked fourth with a 6.6% market share and achieved over USD$1 million in retail sales in December 2009,” she added.
In the final quarter of 2009, four Kiehl’s boutiques were opened in premium, high-traffic positions in Korea and Hong Kong. These boutiques were designed in detail to make customers feel like they have been transported directly back to the original Kiehl’s Apothecary, Kiehl’s said.
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Located in Hong Kong’s dynamic shopping hub of Tsim Sha Tsui and Tsim Sha Tsui East, the brand’s new stores in DFS Chinachem and DFS Sunplaza will allow Kiehl’s to capture more customers from the key target market of Mainland China | |
Since its October opening, The Shilla Duty Free store in downtown Seoul has achieved average monthly retail sales of over US$500,000.
Kiehl’s also opened a third store at Incheon International Airport, where the company already has two stores in the main terminal.
The first Kiehl’s Travel Retail Asia boutique was opened in Hong Kong International Airport in 2006. In 2009, the company continued to increase its market presence in Greater China with the first downtown travel retail stores in Hong Kong – DFS Sunplaza and DFS Chinachem.
Located in the dynamic shopping hub of Tsim Sha Tsui and Tsim Sha Tsui East, these two boutiques will allow Kiehl’s to capture more customers from Mainland China, the company said. Already the stores have proven to be “very successful”, it noted.
The increase in Chinese customers’ brand awareness will provide a platform upon which Kiehl’s Travel Retail Asia can continue its strong growth in the Greater China region, the company said.
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