One of China’s largest perfume groups, Eternal Beauty, is accelerating its expansion with four new store openings across Beijing, Shanghai and Shenzhen.
The Hong Kong-listed group, which specialises in distributing and operating international beauty and fragrance brands across mainland China, Hong Kong and Macau, said the latest openings form part of its strategy to strengthen its direct-operated retail network in China’s top-tier cities.
In Shenzhen, the company opened Perfume Box’s themed ‘Muse Scent Box’ concept at Haiya Mega Mall. The multi-brand store houses close to 30 fragrance and lifestyle labels and marks the Shenzhen debut of Italian home fragrance brand Culti Milano.
In Beijing, Dr Vranjes Firenze opened its first standalone store in the capital at China World Mall, while Shanghai welcomed two new fragrance concepts in Xintandi precinct.
French luxury fragrance house Parfums de Maly launched a standalone boutique, and Memo Paris debuted a limited-edition pop-up created in collaboration with French illustrator Jean Jullien.
“We will continue to expand our store footprint in core cities through self-operated or partnership models, increase market penetration of our self- operated retail brand, Perfume Box and provide higher-quality offline display and sales terminals for our international brand partners,” said Chole Lam, Executive Director and CEO of Eternal Beauty.
