French fragrance company J.U.S. has opened its first store in South Korea, as the niche perfume brand homes in on the Asia market.
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Located in the heart of the capital Seoul, the new store visually reflects the brand’s colourful design and image, with pink carpet, canary yellow furnishings and retro wooden details. Inside, the store displays the brand’s vibrant, sensory perfumes in an array of bright coloured packaging, housed in wooden shelving. Each product is proudly 100 percent Made in France with transparency in formulas and use of refillable bottles part of the European brand’s appeal to sustainable-conscious shoppers.
“Korea is a promising market for J.U.S since youthful values are in line with the brand: uniqueness, transparency, eco-responsibility, in a perfume market that has been growing steadily for the past five years, and 30 percent in 2021 for the niche perfume market,” said the French the brand, in a FashionNetwork.com report.
The Korea opening comes after the niche fragrance brand formed J.U.S Korea Inc, its South Korea division, in partnership with the Banetlee Group Inc.
In 2021, J.U.S finalised a €600,000 (US$654,000) funding round, led by two investor groups — WeLikeAngels and Arts et Métiers Business Angels, in conjunction with other international investors. The funds were raised to accelerate J.U.S global expansion, particularly in Asia.
Founded in 2019 by perfume veteran trio Brigitte Wormser, Jean-Baptiste Roux and Thierry de Baschmakoff, J.U.S, which stands for Joyau, Unique, Sensoriel (Jewel, Unique, Sensory) retails 12 different fragrance products online and instore. Its products, including bestsellers SexyCrush, Bloomastral and Gingerlise, are available in 96 points-of-sale across ten countries worldwide.
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According to global market watcher Euromonitor, Korea’s fragrance market grew 36.4 percent from 2018 to 2019, and is projected to reach 650 billion won (US$547.5 million) by 2023.