One of South Korea’s leading cosmetics brand in Malaysia, Laneige has expanded its business operations to the East Coast of Peninsular Malaysia with the opening of its boutique in East Coast Mall. Measuring approximately 670 sq ft, this boutique features a K-beauty area, a retail wall, step-by-step makeup video tutorials and a dedicated wall for men products.
According to Foong Winnie, Brand Manager of Laneige Malaysia, Laneige has typically been operating from counters inside major departmental stores. “Since last year, the brand has decided to take a bold move by extending its distribution channels to include boutiques as well as having a strategic partnership with Sephora, a well-known cosmetic retailer. Starting mid-December 2014, we will also have Laneige products made available through Go Shop, Astro’s Home Shopping Channel,” said Foong.
Laneige, which was established in Malaysia in 2006, has currently 25 counters nationwide, two boutiques and also product distribution through nine of Sephora’s outlets in the Klang Valley.
The brand is embarking on an aggressive expansion plan starting next year with more counters and boutiques opening by 2016 to strengthen its distribution network. “We’ll be setting up our second counter in Kota Kinabalu in January next year in response with the great demand that we received since the opening of our first counter last August. We will review the response from each market from time to time and if need be, we will open up more counters to cope with the market demand,” said Foong.
For more information or to find a store nearest to you, visit Laneige’s official website or their Facebook page.
