South Korean beauty giant Amorepacific Group has introduced a direct purchase e-commerce platform dubbed ‘Amore Mall’ as part of its effort to further strengthen its global presence after shutting physical stores in China. 

The new platform will be available in 61 countries and regions, including China, North America, Europe and the Middle East. Products will be delivered directly from South Korea with fees varying depending on the recipient’s location. 

Amore Mall is currently under the trial phase with only Hera brand’s products on sale. 

“Currently, it is being operated as a test bed service,” said a spokesperson from Amorepacific told Herald Business. “After the test operation, related business plans and goals will be established sequentially.”

Global Amore Mall will be independent of the Amorepacific US online mall, which is operated by a local firm in the US. 

The move follows the resignation of Amorepacific’s Co-CEO Ahn Se hong earlier this month. 

The South Korean beauty conglomerate has been diversifying its international business, which previously relied heavily on China, rapidly expanding its portfolio in North America during the past year. 

Sales in China, which usually accounts for about 50 per cent of the company’s Asian turnover, declined by 40 per cent during the third quarter of last year. In contrast, the group saw sales in North America and Europe surge by 97 per cent and 60 per cent respectively due to the steady growth of its major brands. 

Last September, the group acquired the American beauty brand Tata Harper as a stepping stone for its regional expansion plan.