THE WHAT? AmorePacific-owned Etude House has announced the closure of its last remaining bricks and mortar location in Singapore, according to a report published by Marketing Interactive.
THE DETAILS The K-beauty brand will be sold exclusively online in the country, via its own e-commerce site and popular platforms such as Shopee and Lazada.
“Thank you for all your love and support for our Bugis Junction outlet. We will be closing this store on 24th February and will be moving entirely online,” the brand posted on Instagram.
THE WHY? The Singapore closures follow a similar move in China and could be part of a wider strategy move to online retail following repeated lockdowns and travel restrictions that have affected store traffic.