APR said Wednesday its European sales reached 228.9 billion won ($162 million) in the first half of 2026, up about 363 percent from the same period last year and accounting for roughly 17 percent of total first-half sales.
The company opened official brand storefronts on Amazon in major European markets — the United Kingdom, France, Germany, Italy and Spain — in late 2025. By June, monthly sales by country had risen more than eightfold on average compared with January. June also marked the company's highest-ever monthly sales in the region, driven by Amazon's Prime Day promotion.
Offline sales also expanded. APR entered the European brick-and-mortar market in early 2025 and launched at Sephora in March. Cumulative offline sales in Europe for the first half of 2026 were more than nine times higher than in the same period a year earlier.
The number of SKUs (stock-keeping units) available in Europe in the first half of this year grew more than fivefold compared with last year. At an earnings conference call earlier this month, APR raised its full-year European sales target to 500 billion won. The company plans to expand into additional Amazon markets and continue adding new offline retail partners.
"In the first half of this year, we confirmed strong consumer demand for Medicube in the European market and were able to build a stronger foundation for brand growth," an APR official said. "Going forward, we will continue to strengthen our brand competitiveness in Europe through a diverse product portfolio and channel-mix strategy."
spa@heraldcorp.com
