Eternal Beauty, a leading perfume conglomerate in China, is on a rapid expansion spree. The group recently announced the opening of four new stores in Beijing, Shanghai, and Shenzhen.
Eternal Beauty, which is listed in Hong Kong, specializes in the distribution and management of global beauty and fragrance brands throughout mainland China, Hong Kong, and Macau. The organization has expressed that its latest store openings are a strategic move aimed at strengthening its direct-operated retail network in China’s leading-tier cities.
In Shenzhen, Eternal Beauty launched a store under its ‘Perfume Box’ brand, featuring the theme ‘Muse Scent Box’, at the Haiya Mega Mall. This multi-brand store, housing nearly 30 fragrance and lifestyle labels, marks the Shenzhen debut of the Italian home fragrance brand, Culti Milano.
In Beijing, the first standalone store of Dr Vranjes Firenze was inaugurated in the China World Mall. In addition, Shanghai’s Xintandi precinct welcomed two new fragrance concepts.
The French luxury fragrance house, Parfums de Maly, launched a standalone boutique, while Memo Paris introduced a limited-edition pop-up in collaboration with French illustrator Jean Jullien.
Chole Lam, the CEO and Executive Director of Eternal Beauty, stated, “Our strategy involves the continued expansion of our store presence in core cities through self-operated or partnership models. We aim to increase the market penetration of our self-operated retail brand, Perfume Box, and offer superior offline display and sales terminals for our international brand partners.”
The group has expressed its intentions to continue expanding its direct-operated network across China’s core and emerging tier-1 cities. This move aligns with its goal of capturing further growth in the country’s premium fragrance market.
What is Eternal Beauty’s primary business?
Eternal Beauty is a leading perfume group in China, specializing in the distribution and operation of international beauty and fragrance brands across mainland China, Hong Kong, and Macau.
What is the main purpose of Eternal Beauty’s recent store openings?
The store openings are a strategic move by Eternal Beauty to strengthen its direct-operated retail network in China’s top-tier cities.
What are the future plans of Eternal Beauty?
The group plans to continue expanding its direct-operated network across China’s core and emerging tier-1 cities in order to capture further growth in the country’s premium fragrance market.
