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Shiseido

This article was originally published in The Rose Sheet

Executive Summary

Newly opened 162,000 sq. ft. manufacturing facility will produce the company's 5S line beginning in 1999, the company said. The 5S line debuted in its New York City flagship store in May and is expected by Shiseido to become its largest brand in the U.S. ("The Rose Sheet" May 25, p. 12). The plant, operational as of June 1, manufactures Benefiance, Vital-Perfection and Pureness and eventually will account for about 35% of Shiseido's production volume in North America. The East Windsor, N.J.-facility will also serve as an R&D center. Production at the new plant, coupled with increased production at existing plants, will increase Shiseido's North American capacity from its current 90 mil. units per year to 200 mil. units per year, the company predicted. Shiseido purchased the facility and 88 acres of surrounding land from Carter-Wallace, AIS and Pipet Ewing in 1997 ("The Rose Sheet" May 12, 1997, In Brief). The purchase and renovation represent an initial investment of $18 mil., the company said...
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