As noted in a recent WWD report, Burberry will distribute its fragrances and makeup products in Japan via Shiseido (Tokyo).
Previously, Shiseido has been the sole distributor of Burberry fragrances in several countries through its Paris based fragrance subsidiary Beauté Prestige International, which has also partnered with licenses such as Ferragamo.
Shiseido notes that the brand's licensed products will be replaced with the Burberry global product range, including its heritage trench coats and scarves.
Shiseido, which recently boosted its presence in airports, will support the launch of this fragrance from 3rd June 2015 starting at Hankyu Department Store Umeda Main Store (Osaka), Hankyu Online Store, five standalone Burberry stores and 13 Burberry concessions across major cities in Japan, followed by further points of sale, mainly in department stores.
This autumn, new Burberry Beauty Box counters will be opened within a select number of department stores across Japan. The will be the first of their kind located within a department store.
The counters will offer customers an innovative new gifting experience, carrying color cosmetics and fragrance, alongside other gifting items, giving even wider variety and choice. The first two counters will launch later this year in Tokyo and Osaka.
"These are exciting times, the boundaries between fashion and beauty are blurring," said Toru Sakai, representative director of Shiseido Co., Ltd. "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."
"We are excited to be partnering with Shiseido in the distribution of our fragrance and beauty products in Japan," said Simona Cattaneo, senior vice president of beauty, Burberry. "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."