Hyundai Department Store is partnering with Siam Piwat Group, Thailand's leading distribution corporations, to handpick popular local beauty and lifestyle brands in Thailand and introduce them to Korean customers.
Hyundai Department Store said on the 24th that, through joint curation with Siam Piwat Group, it will showcase flagship products from three Thai brands at HBYH and B.CLEAN stores located in major Hyundai Department Store branches, including the Pangyo branch and The Hyundai Seoul. HBYH and B.CLEAN are Hyundai Department Store's own select shops, specializing in lifestyle and clean beauty, respectively.
The joint curation was prepared to offer Korean customers a fresh shopping experience and to give Thai local brands a chance to enter the Korean market. Earlier, in Feb. last year, Hyundai Department Store signed a strategic partnership with Siam Piwat Group to share commerce know-how and create synergy in retail innovation.
As part of the collaboration between the two companies, the Thai lifestyle brand "Maison Craft" and the beauty brands "GLA" and "Herbs&Minerals" have entered Hyundai Department Store.
Maison Craft is known for lifestyle products that blend traditional craft techniques with modern sensibilities in collaboration with artisans from across Thailand. At Hyundai Department Store branches, it will present handcrafted table mats and more. GLA and Herbs&Minerals are eco-friendly beauty brands that will introduce hand sanitizers, body cleansers, and more. The two companies selected the three brands reflecting the recent domestic 20s–30s consumption trend that values individuality and brand stories and pursues value-driven spending.
Usara Yongpiyakul, chief executive officer (CEO) of Siam Piwat Group's retail business, said, "This collaboration was arranged for the two companies to carefully select premium products together and provide Korean customers with a differentiated shopping experience," adding, "Through the partnership with Hyundai Department Store, we will create synergy in a new market and offer consumers even more choices."
Founded in 1959, Siam Piwat Group is one of Thailand's leading distribution corporations operating shopping malls such as Siam Paragon, Siam Discovery, Siam Center, and Iconsiam.