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AMOREPACIFIC enters the Middle East market in partnership with Alshaya

11 Jan 2017

- To use Dubai (UAE) as its base in the Middle East market

- The first ETUDE HOUSE store to open during the second half of 2017

- Established an overseas corporation in Dubai to manage Middle East business

AMOREPACIFIC Group (CEO Suh Kyungbae) has announced plans to expand its beauty business into the Middle East market. It plans to use Dubai (UAE) as its base in the Middle East market and will seek to expand its business across the region.

ETUDE HOUSE will be the first brand of AMOREPACIFIC Group to enter the Middle East beauty market, in partnership with Kuwait-based retail franchise operator M.H Alshaya Co. ETUDE HOUSE is the No.1 K-beauty (Korean beauty) makeup brand, offering a fun, happy and romantic makeup experience for customers’ daily beauty routine with a range of playful and innovative makeup options. The first store opening is planned for the second half of 2017, with plans to expand the business across the GCC (Gulf Cooperation Council) member countries - Kuwait, Saudi Arabia, UAE, Qatar, Bahrain and Oman.

AMOREPACIFIC enters the Middle East market in partnership with Alshaya

AMOREPACIFIC Group has already established an overseas corporation, ‘AMOREPACIFIC ME FZ LLC’, in Dubai Design District (D3) to manage its business activities in the Middle East market. The company is 100% owned by AMOREPACIFIC Group.

Suh Kyungbae, CEO and Chairman of AMOREPACIFIC Group, said: “In the face of the dawning Eurasia era, AMOREPACIFIC seeks to move beyond Korea and create a route that connects China, South East Asia, India, the Middle East and Europe, with our unique 'Asian Beauty'. The Middle East is in the middle of that route and it is a market with great potential as many people in the Middle East are turning their interests to Asian beauty products. We will make every effort to spread our ‘Asian Beauty’ culture to the customers in the Middle East by introducing innovative beauty products”.

Mohammed Alshaya, the Executive Chairman of M.H. Alshaya Co., said: “At Alshaya, we focus on offering our customers an unmatched choice of retail experiences with well-loved international brands. We are delighted to forge a partnership with AMOREPACIFIC Group to add ETUDE HOUSE to our portfolio of world-leading brands. We look forward to building a mutual success story with our new partners.”

Company overview 

Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world's leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers.

Alshaya Group's portfolio extends across MENA, Türkiye and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business.

Operating in multiple sectors including Apparel, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences.

Fresh, modern and relevant, Alshaya's constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be. Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang's, The Cheesecake Factory, The Body Shop, M.A.C, Victoria's Secret, Boots, Pottery Barn and KidZania.