Missha Hong Kong makes return
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Korean cosmetics retailer Missha is returning to Hong Kong.
Some 20 Missha Hong Kong stores were shuttered around New Year’s Eve this year when the previous local retail partner collapsed.
Now Missha has a new partner – DKSH (DiethelmKellerSiberHegner) – which will apparently help it build a new network.
Missha entered Hong Kong in 2004, four years after its launch in Korea. But during the last two years it has faced tough competition from new rival brands, including Etude House and Nature Republic.
Missha’s parent Able C&C said on Tuesday it had signed a contract with Swiss based DKSH Hong Kong giving it exclusive rights to promote Missha in the territory.
The first two stores quietly opened on June 30 ahead of the formal announcement – counters in DKSH duty free stores in Causeway Bay and Tsim Sha Tsui.
The following day a standalone store opened inside Yuen Long Plaza.
DKSH has reached an agreement with Mannings to sell the products through 200 stores by the end of July and in 300 by the end of next year.
Questions & Answers
Q.What is the primary reason Missha is re-entering the Hong Kong market?
What is the primary reason Missha is re-entering the Hong Kong market?
Missha is returning after its previous local retail partner collapsed, leading to the closure of around 20 stores. A new partnership with DKSH has been established to rebuild its network in the territory.
Q.How will Missha's products be distributed in Hong Kong going forward?
How will Missha's products be distributed in Hong Kong going forward?
DKSH has secured exclusive rights to promote Missha. Products will be sold through Mannings, targeting 200 stores by the end of July and 300 by the end of next year. Two duty-free counters and a standalone store have already opened.
Q.When did Missha first enter Hong Kong, and what challenges did it face before its recent closures?
When did Missha first enter Hong Kong, and what challenges did it face before its recent closures?
Missha first entered Hong Kong in 2004, four years after launching in Korea. In the last two years, it experienced tough competition from newer rival brands such as Etude House and Nature Republic.
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