The Shilla maintains upward momentum with US$25.7 million Q2 operating profit

SOUTH KOREA. The Shilla’s travel retail business remained in the black for its second quarter ended 30 June as operating profit reached KRW36.4 billion (US$25.7 million) compared to a KRW11.3 billion (almost US$8 million) deficit in the same period last year.

This was the second straight positive three-month performance for the business following six successive negative quarters.

Revenue down, profits up: Is this the new narrative of Korean duty free? All charts courtesy of The Shilla. Click on images to expand.

The improved return (up +198.3% quarter-on-quarter) came despite a -9.1% year-on-year decline in revenue to KRW772.6 billion (US$542.6 million) for the quarter.

The much-improved bottom-line performance tells its own story, one that will encourage The Shilla leadership to focus increasingly on profitability rather than chasing top-line revenue excessively

That decline was prompted by a hit to airport revenue, in turn caused by The Shilla Duty Free’s exit this March from its loss-making Incheon International Airport DF1 concession.

The Shilla Duty Free is seeking to maximise conversion and drive revenues at home and abroad through enhanced consumer engagement. Pictured is a current Disney-themed campaign at Changi Airport featuring heritage-inspired visual displays, limited-edition merchandise and exclusive shopping offers.

Largely as a result, sales in the airport channel were off by -17.4% year-on-year to KRW401.9 billion (US$284 million). But the much-improved bottom-line performance tells its own story, one that will encourage The Shilla leadership to focus increasingly on profitability rather than chasing top-line revenue excessively.

The Shilla Duty Free last month launched its ninth anniversary campaign for BEAUTY&YOU at Hong Kong International Airport. Running until 17 September, the Shilla Lucky No. 9 Party is centred on the theme ‘Bloom & Shine’. It transforms the retailer’s East Hall beauty boutiques into an immersive retail environment spanning skincare, fragrance, makeup and personal care.

Downtown duty-free revenue increased by +2.0% year-on-year to KRW370.7 billion (US$261.9 million), an almost +5% quarter-on-quarter gain.

In its home market, The Shilla Duty Free continues to major on the burgeoning K-beauty sector, often associated with leading Korean celebrities. The retailer has just launched premium Korean fragrance brand Taylor Scents, featuring the hugely popular singer, songwriter, dancer, composer and award-winning actor Junho Lee.

Looking to Q3, Hotel Shilla said it is focusing on profitability recovery in response to changes in the internal and external environment and the travel retail market.

Food & Beverage The Magazine eZine