Bath & Body Works, the renowned US-based cosmetics brand, has recently announced a strategic partnership with Shinsegae Department Store, aiming to broaden its international presence by entering the South Korean market. This collaboration was reported by Korea JoongAng Daily and marks a significant milestone in Bath & Body Works’ global expansion strategy.
Under the exclusive distribution agreement, Shinsegae will feature an extensive range of 301 Bath & Body Works products at Sweet Park, a premium space dedicated to beauty and personal care located on the basement floor of the department store in the bustling Gangnam District. This selection will include the brand’s popular scented body washes, luxurious body lotions, nourishing hand creams, and aromatic scented candles, all of which are synonymous with the Bath & Body Works experience.
In addition to the in-store availability, these sought-after products will also be accessible through various online platforms, including SSG.com, Chicor.com, and SI Village, catering to the convenience of digital shoppers. Furthermore, the range is set to debut on KakaoTalk Gifts in June, leveraging the popular messaging app’s gifting feature to reach an even wider audience.
Bath & Body Works, established in 1990, has since become a household name, known for its quality fragrances and personal care products. With approximately 2000 offline stores spread across 43 countries, the brand has consistently delivered on its promise of bringing indulgent self-care routines to customers worldwide.
The entry into South Korea is expected to resonate well with the local consumers, who have shown an increasing interest in premium fragrance and personal care products. Shinsegae’s robust presence in the Korean retail landscape, combined with Bath & Body Works’ expertise in creating rich, lasting scents, is poised to set a new trend in the domestic fragrance market and reinforce the brand’s position as a leader in the industry.