APAR's beauty brand Medikube is set to open a permanent store in Mexico's premium department store, Palacio de Hierro. This follows an expansion into major local retail channels that began last year, marking a significant step in broadening its offline sales network.
On October 7, APAR announced that Medikube will officially enter the Palacio de Hierro Satélite location in northwestern Mexico City. Palacio de Hierro is a department store that offers a variety of brands in fashion, beauty, accessories, and household goods.
This entry marks the first time a K-beauty brand has been featured in the Palacio de Hierro department store group. The Satélite location has recently expanded its premium beauty category.
The store will offer products such as the 'PDRN Pink Peptide Ampoule,' 'PDRN Gel Pads,' 'Collagen Night Wrapping Mask,' and 'AGE-R Booster Pro X2.' Depending on local demand and sales trends, the range of products available is expected to grow. As of February this year, Medikube's global cumulative sales of PDRN products surpassed 50 million units.
APAR has been expanding its offline sales network in Mexico, focusing on major retail channels. In December of last year, it completed its entry into all Sephora and Costco locations, and in the first half of this year, it expanded to all Sam's Club stores. In July, it further broadened its sales channels to all Ulta Beauty locations, where Medikube's skincare products and beauty devices are sold.
Following the Satélite location, APAR plans to enter the Palacio de Hierro Coyoacán store later this month, with plans to further expand its local offline distribution channels.
An APAR representative stated, "Recently, the import value of Korean cosmetics in major Latin American countries has surpassed $100 million for the first time in two years, indicating a growing local demand for K-beauty. We aim to diversify our distribution network through entry into premium department stores in Mexico and expand our global business in line with local demand."
* This article has been translated by AI.
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