Demarp, New York's Soho-only pop-up store for October
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Dimaf, well known for its catchphrase 'Really Skin-Promising Brands', is growing fast, topping sales on major platforms such as Musinsa Beauty, Hwahae, and Kakao Talk Gift. Dimaf, which is speeding up its global expansion beyond the Korean and Japanese markets, held three pop-up events in New York this year alone to pave the way for its entry into the U.S. market.
This Soho pop-up store attracted attention as it was operated in a retail format centered on actual sales rather than a simple experience-type event. It is designed so that New Yorkers can freely visit and experience products and routines without prior promotions or free gifts.
CEO of Dimaf Choi Hye-jin, who spent two weeks on site and communicated directly with customers, confirmed the possibility of reaching local customers with the name of 'Dimaf' itself, not part of the category of K-beauty, with hotter-than-expected response and higher sales" he said.
Meanwhile, in addition to this pop-up store, Demarp is expanding its presence in the U.S. market by participating as a sponsor brand in the 'Beauty New York event held at the World Trade Center Oculus Plaza. Starting with New York in the future, it plans to expand offline contact points that can convey brand philosophy in various global cities.
This article was translated by Naver AI translator.
