Shiseido targets Balkan Peninsula

By Katie Nichol

- Last updated on GMT

Related tags Shiseido

Japanese cosmetics giant Shiseido has signed a distribution deal with Everet Group to sell products in three countries of the Balkan Peninsula in Southeastern Europe.

Products will be launched first in Albania, followed by Kosovo and Macedonia, according to Shiseido, which claims to be the first Japanese cosmetics brand to enter into these countries.

The move forms part of the company’s efforts to increase its business in the European market, it was said in a statement. Everet Group is an existing distributor of Shiseido products in several Eastern European countries, including Romania and Bulgaria.

Opportunities for growth

According to Shiseido, the economies of Albania, Kosovo and Macedonia are showing signs of growth, the population of their respective capital cities has risen to more than 500,000 over the last few years, and social stability is improving.

Cosmetics specialty stores selling imported prestige products have begun to open in these countries, Shiseido says, which are targeting the affluent population with a strong interest in beauty and grooming.

The company plans to encourage consumers to become regular users of its products in these new markets by using counseling sales services to address consumer needs, with a particular focus on skin care.

In addition, between two and three stores are scheduled to be opened by Shiseido over the next year in capital cities.

Three-year plan

Shiseido’s latest expansion is a continuation of its three-year plan that was initiated in 2008, through which the company hopes to become ‘a global player representing Asia with its origins in Japan'.

The plan is designed to strengthen the company’s footprint in existing markets and to expand its operations into new markets.

Since the plan was implemented, Shiseido’s products have been launched in several countries including Mongolia, Russia, Morocco and Laos.

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