Boots has teamed up with E-mart to debut into the Korean beauty market with its new store, located in Starfield Hanam shopping complex.

Set to open in July this year, the store is said to be offering a differentiated model catering to Korean customers, while cementing its position as a premium beauty and pharma store.

The company will open its flagship store in downtown Myeong-dong in July with more stores planned for later in the year in a bid for the company to challenge current market leaders Olive Young, owned by CJ Group, and GS Retail’s Watsons Korea.