Estee Lauder expands Malone brand into Asia

By Katie Bird

- Last updated on GMT

Related tags: Estée lauder, Brand management, President

Estée Lauder will be extending the reach of its Jo Malone luxury
skin care and fragrance brand in Asia in partnership with the Lane
Crawford Joyce Group.

The first five years of the agreement will see the opening of free standing retail stores and shop-in-shop concepts in Hong Kong, Singapore, China, Taiwan, Macau, Malaysia and Indonesia. Hong Kongdebuts the brand ​ Hong Kong will see the first store which will be opened this month at Lane Crawford, incorporating the iconic aspects of the Jo Malone flagship store in London. American company Estée Lauder is positive about the success of the brand. "We anticipate Jo Malone to be received very well. The modern aesthetic of the brand and the iconic packaging will appeal to the discerning consumer in this region,"​ said president of specialty brands Maureen Case. The president of Estée Lauder's Asia Pacific division, Fabrice Weber, explained that the Asian expansion of the brand is particularly timely as consumers are looking for chic, tasteful products. Weber said that brands that position themselves at the high-end of British chic were continuing to prove particulalry popular with consumer in Asia, which should lend credence to the brand launch. Estée Lauder increases Indian operations ​ Just last month the cosmetics giant announced plans to expand its Indian operations after one of the group's presidents Patrick Bousquet-Chavanne highlighted the importance of the emerging markets for luxury manufacturers. Bousquet-Chavanne spoke at the World Retail Congress in Barcelona back in spring stating that the only markets experiencing a boom at present are India, China and Russia. "I believe that it is very likely that for all of us in the branding world it [emerging markets] will be a big share of earnings in the coming years,"​ he said. The expansion of the company's Indian operations will involve the opening of around 20 freestanding stores over the next three years. The company will primarily focus on the Mumbai market with the opening of four freestanding stores, followed by moves into the economic centres of Delhi and Bangalore in the next six months. It is expected that the freestanding stores will help to trigger further development of Estee Lauder's Indian sales by raising the profile of the brand in the country, where its exposure until recently has been limited. "The timing is right to bring Estee Lauder to India,"​ fellow group president John Demsey was quoted as saying in the Economic Times.

Related topics: Business & Financial

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