Beauty Presence in Poland

Polish visitors to the new Missha store.
Polish visitors to the new Missha store.

 

Missha, which runs 1,500 stores in 29 countries around the world, has advanced into the market in Poland, after entering Germany.

Able C&C (www.able-cnc.com) has recently opened the first Missha store in Poznan, Poland. Poznan is the center of industry and culture in western Poland, with industrial plants for metals, machinery, and chemicals, and 8 universities including Mickiewicz University.

The first Missha store opened in a large shopping mall called King Cross Marcelin, where a majority of customers are younger people, including college students.

Poland is the 6th largest cosmetics market in Europe among the 28 European Union member states. As of 2012, the value of the Polish cosmetics market was 3.4 billion euros (US$3.6 billion). However, it is considered the highest potential market.

According to the Korea Foreign Trade Association, the Polish cosmetics market has shown a 5 percent growth rate for the past 5 years, despite the economic recession in Europe. The figure is higher than that of other countries, including the 4 percent of the U.K. and 1 percent of France. In particular, the demands of customers have grown as much as 66 percent, showing a high potential growth rate.

Lee Kwang-sup, chief manager of Missha's overseas business, said, “Polish customers value price and quality over brand when choosing their cosmetics. We are planning to target the market with the best quality and reasonable prices.”

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