KENZO Beauty from LVMH Closed Tmall Channel in China
- Chaileedo Press
- Dec 8, 2022
- 2 min read
KENZO said that after the closure of its Tmall flagship store, consumers can still buy KENZO products at Sephora channels in China.
Recently, LVMH's high-end beauty KENZO issued a store closure announcement, announcing that its official Tmall flagship store will close at 23:59 on December 30, 2022. The announcement said that after the closure, KENZO will continue to serve consumers in the Chinese Sephora channel. CHAILEEDO found that although KENZO closed its store in the Chinese Tmall channel, its international website is still running normally. A total of 44 products are currently available.
It is reported that KENZO Beauty opened its Tmall flagship store in October 2021. As of press time, the KENZO Beauty flagship store on Tmall has more than 90,000 followers with two main categories of fragrance and skin care. 23 SKUs are available. According to sales volume provided by KENZO Beauty customer service on Tmall, the highest selling product in its official store is the KENZO Lotus Mask priced at 470 yuan/60ml with a monthly sales of 31 units and total sales of over 20,000 units.
For the news of KENZO closing store, CHAILEEDO found on the Chinese social media platform Xiaohongshu, many consumers expressed their regret, and some consumers said they liked KENZO's perfume. In Sephora flagship store on Tmall, KENZO various series of cosmetics are available. The highest sales is KENZO body cream, priced at 490 yuan / 200ml, monthly sales of 36 pieces.
KENZO was founded by the famous Japanese fashion designer TAKADA KENZO. One of the main features of KENZO's products is the bright floral patterns. In 1991, the brand's first men's perfume Kenzo pour Homme was launched. In 1993, KENZO was acquired by LVMH. 2000, FlowerbyKenzo was launched, and then became the flagship of Kenzo's perfume series. In 2001, the brand's skincare line KenzoKI was launched. In October 2020, KENZO founder TAKADA KENZO passed away.
In the first nine months of this year, LVMH in the Asian market covering China grew sales by 2%, accounting for a decline to 32%. In addition, according to KENZO parent company LVMH previous news, Michael Schriver was promoted as president of North Asia, who has been in LVMH for 25 years. He was responsible for all business in Greater China and South Korea to better help its brands to grasp the opportunities of the Asian market.
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