Amorepacific and Lazada unveil O2O concept store at Funan

Lazada Group has partnered with Korean beauty company Amorepacific to launch its first-ever 'new retail' concept store at Funan in Singapore. The new AMORE Store x Lazada aims to blend online-to-offline (O2O) shopping elements, delivering customer experience from browsing and sampling products to purchasing and fulfillment.

Both brands inked a deal in May this year to work together and solidify brand outreach in Southeast Asia. Amorepacific currently has over 20 brands in Korea and aims to create unique brands to suit the varying needs of consumers with different lifestyles. According to Amorepacific, the new O2O concept is the "ideal platform" to introduce brands that have yet to launch in Singapore for local consumers to experience and purchase.

The new AMORE Store x Lazada will feature 11 brands from Amorepacific’s portfolio, including Sulwhasoo, Laneige, Etude House, Innisfree and Ryo. This also includes six new cross-border brands – ESPOIR, IOPE, Hanyul, Easy Peasy, Bro&tips and Rarekind, which will be debuting in Singapore at the store, direct from Korea. The selection has been curated based on popularity in Korea and the trends and preferences of Singapore consumers.

With the online LazMall flagship store mirroring the product range of the offline store at Funan, shoppers can browse the full AMORE Store x Lazada assortment on the Lazada app, or choose to visit the offline store to experience the products. In the offline store, customers have the option of scanning the product QR code via the Lazada app.

James Chang, chief executive officer, Lazada Singapore said Lazada is constantly looking to redefine the retail experience by matching customer shopping behaviours with brands and sellers through innovation. "We are proud to be the platform of choice for top retail brands, and are pleased to partner Amorepacific on this first-of-its-kind project to jointly develop our New Retail capabilities together,” he added.

“The O2O store is an exciting step forward for Amorepacific as we explore this first-of-its-kind retail concept for a beauty company in Singapore, reflecting our values to constantly innovate and be open to new ideas. Working with our key eCommerce platform partner Lazada, where our incumbent brands have been achieving highly positive results, this collaboration further deepens our partnership and takes it to new heights,” said Lysan Chew, country general manager, Amorepacific Singapore.

Recently, Lazada Group also tied up with Citi to launch the new Lazada Citi credit card, targeting over 500,000 sign-ups of the new card across the region over the next few years. The card was first launched in Malaysia, and according to both parties, will be introduced to other markets in the region over the next six months. The credit card expands on the regional partnership between both companies which dates back to 2016. With the new card, Citi aims to gain access to a younger, digitally-savvy customer pool who form the majority of eCommerce customers in the region. Meanwhile, Lazada looks to widen its breadth of offerings and services by leveraging on a global financial platform.