Shiseido Qiora Spa Focus Expands With Department Store Entry
This article was originally published in The Rose Sheet
Executive Summary
Shiseido is expanding its Qiora prestige skin care and cosmetics collection into a limited number of department stores in the fall to slowly build distribution of the brand, the company said.
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Qiora distribution
Shiseido closed its New York City Qiora Center for Total Beautification in February as part of a business realignment, Japanese firm says. Based on sales and consumer response, Qiora will be sold in the U.S. exclusively in 70 independent perfumeries, Shiseido adds, noting it has also phased out its limited department store distribution. Strategy "will allow the company to focus its resources in a distribution channel that has demonstrated high growth potential and high consumer acceptance," the company states. Qiora launched in the New York City store in 2001 and later expanded into limited department store distribution in places like Saks Fifth Avenue and Bergdorf Goodman (1"The Rose Sheet" Aug. 27, 2001, p. 4). Department store distribution in the last year had been fewer than 10 doors...
Qiora distribution
Shiseido closed its New York City Qiora Center for Total Beautification in February as part of a business realignment, Japanese firm says. Based on sales and consumer response, Qiora will be sold in the U.S. exclusively in 70 independent perfumeries, Shiseido adds, noting it has also phased out its limited department store distribution. Strategy "will allow the company to focus its resources in a distribution channel that has demonstrated high growth potential and high consumer acceptance," the company states. Qiora launched in the New York City store in 2001 and later expanded into limited department store distribution in places like Saks Fifth Avenue and Bergdorf Goodman (1"The Rose Sheet" Aug. 27, 2001, p. 4). Department store distribution in the last year had been fewer than 10 doors...
Shiseido Hair Care Test Market Kicks Off In 100 Doors
Shiseido is test marketing a hair care collection in a limited number of the company's top U.S. doors in October. Of Shiseido's 760 retail locations, the hair care line is bowing now in approximately 100 outlets, including Bloomingdale's, Macy's and Nordstrom doors.