Shinsegae International wins sales rights to sell Italy’s Davines products in South Korea

Shinsegae International is bringing the Italian haircare brand, Davines to South Korea. Through a sales right deal, the online shopping platform and leading local fashion retail firm will be selling Davines’ products to its customers.

Shinsegae International is known to be home to luxury beauty product lineups. And now, with the addition of Davines to its store, it is targeting the Korean premium beauty market.

The company revealed it has secured the domestic rights to sell Davines products earlier this week. This is a leading haircare brand in Italy, and Shinsegae is officially launching it in its home country next year.

As per The Korea Economic Daily, Davines was established in 1983, and it is mostly marketing professional hair products in 97 countries. The products are being advertised as items that were made through eco-friendly and ethical methods.

It was said that Shinsegae international intends to distribute the products through premium salons in South Korea as well as its online and offline stores. Moreover, it will gradually open sales outlets for Davines at major department stores across the nation, leading online stores, and on its S.I. Village website.

Davines shampoos and other products for the hair are considered best for professional use and have always been effective. In fact, its Energizing Shampoo alone has been selling really well despite its high price of $92 or KRW120,000 for a 1,000 ml. bottle.

"We will develop Davines as the country's best hair salon brand," a source from Shinsegae said in a statement. "Our plan is to expand the brand's offline distribution network from its present use of sales spaces within stores of our brands like Chicor beauty and cosmetics and Boon the Shop (clothing) and stimulate online sales."

Finally, Inside Retail reported that the Davines brand would be the latest addition to Shinsegae International’s portfolio, which already boasts of over 20 beauty product brands. It is already distributing well-known names, including Oribe, Vidivici, and Santa Maria Novella.

Aside from these, it has debuted the Enfold, a Japanese up-market fashion label, in the country. Shinsegae International set up its first independent foreign store in Shinsegae Department Store located in Gangnam.