[더인베스터(코리아헤럴드)=안성미기자] 국내 화장품 브랜드 닥터자르트(Dr. Jart+)가 올해 중국에만 10개 단독매장을 추가할 예정이다.
회사 관계자는 17일 더인베스터에 “트랜드에 민감한 주고객층이 접근할 수 있도록 대도시 위주로 오픈할 예정”이라며 “사드 영향은 제한적”이라고 덧붙였다.
닥터자르트 항저우매장 전경
닥터자르트는 앞서 2013년 화장품 전문 유통매장인 세포라(Sephora)를 통해 중국에 진출했다. 주력제품인 BB크림 등이 폭발적인 인기를 끌면서 현재 중국 내 200개가 넘는 세포라 매장에 입점해 있다.
지난해부터는 단독 브랜드샵을 잇달아 오픈하면서 중국 공략에 박차를 가하고 있다. 작년 상하이 1호점을 시작으로 올해 2, 3호점이 항저우와 쉬저우에 문을 열었다.
한중관계가 악화되면서 중국시장 의존도가 높은 국내 화장품업체들의 실적이 최근 크게 악화되고 있지만 닥터자르트는 글로벌브랜드라는 이미지 덕분에 그 영향이 미미했다는 설명이다.
이 관계자는 “해외시장 포트폴리오가 중국은 물론 미국, 유럽 등으로 분산돼있기 때문에 전체 매출에도 영향이 없었다”고 말했다.
닥터자르트는 2005년 출시 이후 미국, 중국, 유럽, 일본 등 현재 32개국 4천여 개 매장에 입점해 있다. 올해 하반기에는 멕시코를 시작으로 남미시장 진출도 계획하고 있다.
특히 최근 공격적인 해외진출에는 세계적인 화장품그룹 에스티로더와의 파트너쉽이 주효했다. 2015년 에스티로더는 해브앤비 지분 33.3%를 획득하면서 2대주주가 됐다. 닥터자르트의 경영과 브랜드의 독립성은 최대한 보장하면서 해외네트워크 등을 적극 지원하고 있는 것으로 알려졌다.
회사는 올해 매출 목표를 3천억원으로 설정했다. 이 중 약 30% 정도인 해외매출 비중을 계속해서 확대할 계획이다.
(
sahn@heraldcorp.com)
Dr. Jart+ to open 10 new Chinese outlets this year
[THE INVESTOR] Korean skin care brand Dr. Jart+, best known for its hot-selling BB cream, is planning to add 10 new outlets in China this year, dismissing any serious impact from the current THAAD row in its burgeoning Chinese growth.
“Our plan is to open 10 additional stores in China by end of this year. We are focusing on large cities in the country, where our trendy target customers can visit and explore the brand,” John Kim, global business chief of Have&Be, the parent company of Dr. Jart+, told The Investor on May 17.
Dr. Jart+ made its China debut in 2013 by introducing its skin care products via beauty retailer Sephora. Now the products are available at more than 200 Sephora outlets across China as well as Alibaba-owned e-commerce site Tmall.
The 12-year-old brand aims to further expand its presence in the fast-growing beauty market, setting up its own brand shops there. Following the first opening in Shanghai last year, two more stores opened in Hangzhou and Xuzhou this year.
The planned expansion comes amid the ongoing diplomatic tensions between Seoul and Beijing that have led to sluggish sales of Korea-made goods, especially consumer goods like beauty products, in the all-important Chinese market.
Kim said Dr. Jart+’s overall global sales have seen little impact from the THAAD dispute as its business portfolio is not solely focused on China like some Korean beauty companies but is more diversified to other regions like US, and Europe.
“We have also focused marketing efforts for the brand to be recognized as a global brand rather than stressing on its Korean origins,” he added.
Dr. Jart+ is now available in 32 countries at over 4,000 beauty outlets, including the US, UK, Japan, Germany and most recently five Middle Eastern countries. It plans to tap into the Latin American market soon by entering Mexico sometime in the second half of this year through Sephora chain stores.
Dr. Jart+’s fast overseas diversification was made possible by its partnership with US-based cosmetics giant Estee Lauder Companies.
In 2015, Estee Lauder invested an undisclosed sum to take over a 33.3 percent stake in Have&Be -- which also operates male-focused cosmetic brand Do The Right Thing. The rest is held by Have & Be founder, CEO Lee Jin-wook.
The deal, however, did not result in management change nor shift in the brand strategy, according to Kim.
“Estee Lauder has provided Dr. Jart+ with its business know-how and experience it had built up for a long time,” he said.
“They have also shared their extensive global network with us. We are a good partner. We plan to maintain the positive relationship going forward.”
Kim hinted there are other foreign investors interested in investing in Have&Be, but nothing has been discussed yet. “We are always open for new growth opportunities for our business.”
Dr. Jart+, which enjoyed a meteoric rise on the back of its signature BB cream, has set its 2017 revenue target at over 300 billion won (US$266.47 million), up from 237 billion won last year.
By Ahn Sung-mi (
sahn@heraldcorp.com)