THE WHAT? AmorePacific Group has launched a D2C e-commerce platform. Amore Mall, as the new site has been named, is designed to beef up the K-beauty behemoth’s global presence and replace bricks and mortar stores in China, according to a report published by Inside Retail Asia.
THE DETAILS The new platform will operate in 61 countries with products shipped directly from South Korea to Europe, North America, the Middle East and Asia. The platform is currently being piloted with the group’s Hera brand, further brands are expected to join in due course.
THE WHY? The move is part of AmorePacific’s wider strategy to expand its international presence and reduce its reliance on the Chinese market, Inside Retail Asia reports.
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