Burberry signs Japan distribution agreement with Shiseido

Burberry signs Japan distribution agreement with Shiseido

Burberry has signed a distribution agreement with Japan-based cosmetics retailer Shiseido in an effort to drive up its sales in Asia. 

From today, Shiseido will retail Burberry’s fragrance products in Japan. Shiseido is expected to take over retail of Burberry’s makeup products by the autumn.

The retail agreement will officially be conducted through Shiseido’s fragrance division, Beauté Prestige International (BPI), which began distributing Burberry’s fragrance and makeup products in the France, Spain and the US after Burberry cut ties with distribution partner Inter Parfums in 2012. 

Simona Cattaneo, Senior Vice President at Burberry, commented, “We are excited to be partnering with Shiseido in the distribution of our fragrance and beauty products in Japan. To be working with such a well-respected company with a wealth of knowledge in the market is a great opportunity. As Burberry continues to share its global product ranges more widely across the country this summer this partnership will enable us to provide our customers with an authentic Burberry brand experience.”

Shiseido will spearhead the Asian launch of Burberry’s fragrance, My Burberry, which will be sold at at Hankyu Department Store Umeda Main Store (Osaka), Hankyu Online Store, five stand-alone Burberry stores and thirteen Burberry concessions across major cities in Japan, followed by further points of sale, mainly in department stores.

Furthermore, this autumn will see the introduction of Burberry Beauty Box counters in selected department stores across Japan. Inspired by the stand-alone Burberry Beauty Box stores in London and Seoul, these counters will be the first of their kind located within a department store. The two debut counters will be launched in Tokyo and Osaka.

Shiseido Co Representative Director Toru Sakai commented, “These are exciting times, the boundaries between fashion and beauty are blurring. Whilst the core of our business remains focused on beauty, this new partnership with Burberry is a significant one for Shiseido as we look to build our portfolio of products and enhance our presence in the luxury beauty market.”