Shilla in ‘restless’ expansion mode as it readies at HKIA

By Luke Barras-hill |


The Shilla Duty Free will officially unveil its Beauty&You concept at HKIA in June following a soft-launch in December.

The Shilla Duty Free has reminded TRBusiness of its tireless pursuit to establish a global travel retail footprint, as it prepares to officially inaugurate its ‘Beauty&You’ concept at Hong Kong International Airport (HKIA) next month.


As reported, the Korean travel retailer opened six beauty outlets in December following its beauty, fashion and accessories concession victory in a hotly contested tender that shifted the business away from incumbent DFS.


The win makes it the first duty free and travel retail operator to run the P&C leases at Asia’s three major airport hubs: Singapore Changi, Hong Kong and (Seoul) Incheon.


“Everything is progressing smoothly since our soft opening back in December – our six stores have been undergoing a total transformation and renovation with the aim to deliver a comprehensive beauty retail experience and be at the forefront of the experiential retail trend,” commented a Shilla Travel Retail (HK) spokesperson.




The Beauty&You concept, its new vision for experiential retail, is already more than six months into its operation at Singapore Changi Airport’s new Terminal 4.


A host of international and regional brands from Korea and Japan are expected to feature at the HKIA outlet, plus a number of airport ‘firsts’ on selected lines.


With the latest opening at HKIA, Shilla will be aiming to more fully consolidate its presence in beauty as it aims to reposition itself ‘as one of the most powerful beauty retailers in the coming year’, Taeho Kim, Executive Vice President of Korea Division, Hotel Shilla told TRBusiness earlier this year.



The Shilla Duty Free achieved $3bn in domestic sales in 2017. Its flagship downtown operation in Seoul (pictured), which accounts for approximately 60% of domestic revenue, grew its sales by 25% to total around $1.8bn.

“Shilla is anticipating the full-scale arrival of our new airport stores this year [with] the grand opening of Shilla Hong Kong’s store under the unique retail concept of Beauty&You [where] stores are being prepared to welcome our customers,” continued The Shilla Travel Retail (HK) spokesperson.


“The new stores are parts of Shilla’s restless business expansion and we are looking forward to setting another remarkable milestone in the company’s history of growth. In the same context, Shilla will continue our endeavour to more various and bigger markets in this year to expand our presence in the industry.


“Operating throughout the Asian major airports is a privilege as we can expand and roll out all our hospitality heritage while tailoring to the customer profile and preference for each airport, with a sense of place. Moreover, being an operator of beauty concessions at the three hub airports means a new stage of successful expansion in terms of Shilla’s global business. By securing the three major concessions, Shilla can present our duty free offers to more than 200 million international passengers annually.”


Click here to subscribe to TRBusiness for access to in-depth insight and analysis on The Shilla Duty Free’s performance in 2017, available in the Top 5 Asia Operators report in the May, plus a detailed interview with Hotel Shilla Executive Vice President of Korea Division Taeho Kim outlining plans for the beauty channel in the Global Survey in January.



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