Bath & Body Works doubles sales target after Korean debut: Shinsegae

Shinsegae Gangnam's Bath & Body Works Store. Courtesy of Shinsegae

SEOUL, July 23 (AJU PRESS) – U.S. fragrance and body care brand Bath & Body Works has made a successful debut in South Korea, partnering exclusively with Shinsegae Department Store. Its first Korean store, which opened on May 24 at Shinsegae's Gangnam location, has already surpassed expectations, doubling its sales target in less than two months, the department store said Tuesday.

The brand's arrival addresses a longstanding demand from Korean consumers, who previously relied on overseas travel, direct online purchases or third-party buyers to obtain Bath & Body Works products. Now, customers can experience and purchase items locally, with prices comparable to international markets.

Shinsegae is offering 300 products from 57 fragrance lines, including popular scents like "Gingham" and "Champagne Toast." The retailer has also expanded the brand's availability to online platforms such as SSG.com, Chicor.com, and S.I.Village as well as the "KakaoTalk Gift" service.

The brand has particularly resonated with women aged 20-40, who account for 72 percent of the predominantly female customer base. This demographic's interest in wellness trends and personalized fragrances aligns well with Bath & Body Works' diverse product range.

In response to the overwhelming demand, Shinsegae plans to expand Bath & Body Works' presence to other major department stores shopping malls, and Chicor beauty stores across the nation.

Shinsegae Gangnam's Bath & Body Works Store

Candice Kim candicekim1121@ajupress.com