Shinsegae International is set to acquire the exclusive domestic licence for Italian haircare brand Davines in South Korea, bringing the brand into the country at the beginning of next year.
Davines was founded in Italy in 1983, offering hair products produced in an environmentally friendly and ethical way. Since then, the brand has grown its presence in 97 countries and regions.
The South Korean group said it plans to open stores in major department stores in the country, selling Davines’ products through online channels, including Shinsegae-owned e-commerce site SiVillage.
Davines will join Shinsegae International’s portfolio of more than 20 beauty brands, including Santa Maria Novella, Vidivici, and Oribe. The South Korean retailer has a network of more than 860 stores nationwide ranging from fashion, and beauty to lifestyle brands.
Earlier this year, Shinsegae International launched the Japanese up-market fashion label Enfold in South Korea, opening the brand’s first independent overseas store in Shinsegae Department Store in Gangnam.
