Bluebell Group expands fragrance concept L’Atelier des Parfums to Korea

1月 5, 2022

Bluebell Group expands fragrance concept L’Atelier des Parfums to Korea

After successful operations in Japan, L’Atelier des Parfums enters the Korean domestic market.

January 2022 – Bluebell Group, Asia’s leading omnichannel brand partner and operator, announced the expansion of its multi-brand fragrance concept store L’Atelier des Parfums to Korea, as part of the Group’s strategy to strengthen its presence in the Korean domestic retail market. 

Under the L’Atelier des Parfums concept, Bluebell Korea introduced four new brands in the market: Parfums de Marly, ETAT LIBRE d’Orange, Chabaud and Ormonde Jayne. The launch kicked off with the opening of Parfums de Marly’s very first stand-alone store in Seoul at Lotte Department Store. Followed by a pop-up store at Lotte Main Department Store in July, housing all four fragrance brands, and another pop-up store at Galleria Apgujung Department Store. In October, Korea’s first L’Atelier des Parfums concept store opened at Shinsegae Gyeonggi Department Store, at the same time as the launch of its own ecommerce store that offers “Find my Fragrance”, a personalised curation service. https://ldp.co.kr/ 

“A true testament to our roots in the fragrance industry since 1954, and a reflection of our entrepreneurial spirit, we are delighted to expand our L’Atelier des Parfums concept, which started in Japan, into the Korea market. To establish an unparalleled network of stores in key locations throughout the market in line with our mission of growing the visibility of fragrances overall, we opened stores at Korea’s three major retailers, Lotte, Shinsegae and Hyundai, in line with the expansion of their own perfume zones to bring this craft to more consumers.” said Ashley Micklewright, CEO of Bluebell Group. 

Bluebell Korea’s Chairman, Daniel Mayran commented: “We are excited to provide Korean fragrance lovers a destination for fragrance discovery, education and purchase. According to our latest consumer survey* carried out in September across six Asian markets, 73% of Korean respondents showed interest in exploring niche fragrance brands. Within the skincare/beauty/fragrance product category, 40% of Korean respondents ranked fragrance as the number one category of ‘new’ interest, with the trend led by Millennials and Gen Z.”


Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, Cambodia and Australia. 

The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a highly selective wholesale network, together with both direct ecommerce and marketplaces, covering both domestic and Travel Retail. The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, Liquor and Tobacco. 

As the leading travel retail operator in Korea, Bluebell Korea has more than 2,200 employees, representing more than 50 of the world’s most prestigious brand partners in over 350 POS across the country. Established since 1960 as a customer focused, performance oriented and agile pioneer in the industry, Bluebell Korea’s entrepreneurial family spirit and passion for excellence are the key to the success of Bluebell Korea and its brand and operator partners.

A family-owned group, Bluebell Group today has over 3,500 staff, 600 points-of-sale, US$2b in turnover. www.bluebellgroup.com

*Asia Lifestyle Consumer Profile, Bluebell Group, http://bluebellgroup.com/market-insights/


Bluebell Group

Anne Geronimi ageronimi@bluebellgroup.com

Photo 1: L’Atelier des Parfums ecommerce

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