Eternal Beauty has opened four new stores across Beijing, Shanghai, and Shenzhen as part of its China expansion strategy. The Hong Kong-listed group said the additions are intended to strengthen its direct-operated retail network in top-tier cities and support further growth in premium fragrances.
New Concepts Across Three Cities
In Shenzhen, Eternal Beauty opened a new Perfume Box “Muse Scent Box” concept at Haiya Mega Mall. The multi-brand store carries nearly 30 fragrance and lifestyle labels and also marks the Shenzhen debut of Italian home fragrance brand Culti Milano.
In Beijing, Dr. Vranjes Firenze opened its first standalone store in the city at China World Mall. In Shanghai, the group added two fragrance concepts in the Xintiandi area: a standalone Parfums de Marly boutique and a limited-edition Memo Paris pop-up created with French illustrator Jean Jullien.
Direct Retail Network Expands
Eternal Beauty said it will continue to grow its store footprint in core cities through self-operated and partnership models. The company also said it plans to increase the market penetration of Perfume Box, its self-operated retail banner, while improving offline displays and sales channels for its international brand partners.
For Dewsia readers, the expansion matters less as a store-opening story than as a channel signal. Eternal Beauty is continuing to build branded fragrance retail infrastructure in China at a time when premium beauty groups are putting more emphasis on direct consumer touchpoints.
