E-mart24 announced Wednesday it will expand the number of stores carrying beauty and fashion products to 2,500 nationwide by year's end.
As of Tuesday, the convenience store chain had completed the rollout of beauty and fashion products at more than 1,800 stores across the country — just 13 days after launching the lineup. E-mart24 had earlier opened its health, beauty and fashion specialty store, All Day Care Lab, on Oct. 16 to formally introduce the products.
The chain has now reached about 72 percent of its rollout target and expects to hit the goal ahead of schedule sometime in November.
E-mart24 plans to develop beauty and fashion into a "destination purchase" category — one that draws customers who seek out specific products rather than buying on impulse. The company intends to tailor its product mix to the tastes and demand of shoppers in their teens through 30s, while expanding exclusive products and brand collaborations.
The beauty lineup comprises 52 items — 32 in color cosmetics and 20 in skincare — centered on lip products and skincare items that have drawn strong interest from younger shoppers. Products range from well-known brands to emerging labels, offered in small sizes to lower the barrier to purchase. E-mart24 also introduced exclusive colorways and dedicated sets sold only at its stores, and developed a display stand where customers can test color cosmetics directly.
The fashion lineup features 18 items developed in collaboration with W Concept, a fashion platform affiliated with Shinsegae Group. The collection focuses on versatile pieces suited for both workouts and everyday wear, in response to growing demand from runners. Key items include Fresh Cushion socks, Essential T-shirts and Flexfit bra tops.
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