Scentence debuts in Saudi Arabia

E-Mart, South Korea’s largest discount-chain operator, is set to open a store in Saudi Arabia this week.

Last November, E-Mart firm signed an agreement with the kingdom’s major retail group Fawaz Alhokair to open the beauty store Scentence at the Al Nakheel Mall operated by the Saudi company, which averages 25,000 daily visitors.

The 66sqm store will open to the public in the Saudi capital Riyadh on Sunday, July 22.

“Scentence is expected to post stable growth in the new market on the back of the Middle Eastern beauty market’s raid expansion and the popularity of K-beauty,” said Jung Kyung-ah, an E-Mart official in charge of the retailer’s health and beauty business.

Saudi Arabia’s beauty market has been growing at an average of 15 per cent every year, according to E-Mart.

The Middle Eastern foray is part of a broader plan to increase the reach of E-Mart’s brands globally.