Missha(www.missha.net) became the first domestic brand shop which advanced into Western Europe.
On February 11, Able C&C(President&CEO Seo, Young Phil) announced that it recently opened the 1st Missha shop in Bayern Ingolstadt, Germany. Ingolstadt is 80km from Munich as the hub for commerce and industry among which mechanic, petrochemical and automobile areas are highly developed. The headquarters and museum of Audi, the world-renowned automobile manufacturer, are located in the region.
Missha is currently running its shops in Eastern Europe like the Czech Republic and Slovakia, but this is the first time that it opened a shop in Western Europe, home of cosmetics. Missha explained that it decided to advance into Germany since its cosmetic products account for the largest share of the European market. According to Datamonitor, global research company, the sales of German cosmetics reached $15.18 billion (16.7 trillion KRW), which was the most in Europe in 2013. In global market, Germany is ranked 5th following the U.S. and Japan.
Missha plans to target the Berlin market with blemish barm, its flagship. The response of local consumers to the product is good. Styleranking, German local media, introduced Missha saying that the Missha fever would spread to Germany since its blemish barm made a great hit in the global market. Another local newspaper, iz-regional showed its expectation saying that Missha, Asia’s innovative cosmetic brand finally opened its shop in Germany.
“We will definitely show our success with excellent quality of Missha products in Europe, home of cosmetics,” Lee Gwang-sub, manager of global promotion, “By making Germany as our foothold, we plans to advance further into other major European countries.”
Meanwhile, Missha is running 1,300 shops around 28 countries abroad.
By Kim Yu-na
