After the company has become a success in Japan, L’Atelier des Parfums has now entered the Korean domestic market.
Bluebell Group, Asia’s leading omni-channel brand partner and operator, announced the expansion of its multi-brand fragrance concept store L’Atelier des Parfums to Korea, as part of the Group’s strategy to strengthen its presence in the Korean domestic retail market.
Under the L’Atelier des Parfums concept, Bluebell Korea introduced four new brands in the market: Parfums de Marly, ETAT LIBRE d’Orange, Chabaud and Ormonde Jayne. The launch kicked off with the opening of Parfums de Marly’s very first stand-alone store in Seoul at Lotte Department Store. This was followed by a pop-up store at Lotte Main Department Store in July, housing all four fragrance brands, and another pop-up store at Galleria Apgujung Department Store. In October, Korea’s first L’Atelier des Parfums concept store opened at Shinsegae Gyeonggi Department Store, at the same time as the launch of its own e-commerce store that offers “Find my Fragrance”, a personalised curation service.
“A true testament to our roots in the fragrance industry since 1954, and a reflection of our entrepreneurial spirit, we are delighted to expand our L’Atelier des Parfums concept, which started in Japan, into the Korea market. To establish an unparalleled network of stores in key locations throughout the market in line with our mission of growing the visibility of fragrances overall, we opened stores at Korea’s three major retailers, Lotte, Shinsegae and Hyundai, in line with the expansion of their own perfume zones to bring this craft to more consumers.” said Ashley Micklewright, CEO of Bluebell Group.
