#South Korea #SHIRO #Seongsu #Scented Flowers #Seongdong-gu

SHIRO Opens Its Doors in Seongsu, South Korea

On April 26th, a new chapter began for SHIRO as the brand opened its first store in Seongsu, South Korea. The lively neighborhood welcomed the brand with open arms, leading to an impressive initial turnout where eager customers lined up outside before the official opening time. In fact, due to the overwhelming response, the store opened 30 minutes earlier than the scheduled time of 11 AM.

During its first two days of operation, SHIRO Seongsu sold approximately 400 bottles of the exclusive "Lily of the Valley" Eau de Parfum, establishing it as a bestseller right from the start. The store saw around 2,500 visitors, with about 1,300 making purchases, resulting in sales of nearly 100 million won in just two days. These numbers highlight the strong customer interest and excitement surrounding SHIRO’s entry into the South Korean market.

The layout of SHIRO Seongsu respects the neighborhood's historical background as a former industrial zone, featuring a store area of approximately 151 square meters, with 84 square meters dedicated to sales. The interior design incorporates recycled materials, including bricks that were used in local factories, adding to the store's unique charm. The use of upcycled materials, like the legs of an old sewing machine holding up glass shelves, showcases SHIRO's commitment to sustainability and creativity in product design.

One of the standout features during the opening was the Herb Blender Lab, where approximately 130 customers participated in hands-on activities. Here, individuals created their own personal mists by selecting their preferred scents and herbs, leaving with their one-of-a-kind creations proudly in hand. The ease of selecting notes from the Korean-exclusive scents like the lily of the valley, as well as popular choices such as the fig and classic white lily, resonated well with attendees.

Throughout the store, SHIRO's core beliefs are displayed, adding an element of engagement as customers explore what the brand stands for. These philosophies underscore SHIRO's mission to contribute positively to society through its products and practices.

In addition to the shopping experience, customers participated in workshops where they planted rosemary, which will grow in the store’s terrace and sunroom. The integration of these plants reflects SHIRO’s dedication to creating a harmonious relationship with nature and its commitment to using sustainable materials in its production processes.

As many attendees were already familiar with the SHIRO brand, the reception in Seongsu was overwhelmingly positive. Customers expressed their joy and excitement about SHIRO now being part of the community, reinforcing the brand's commitment to connecting with its audience.

Looking ahead, SHIRO plans to engage in field research in South Korea to source local materials for creating new products tailored specifically for the Korean market. However, the vision extends beyond Korea to reach customers worldwide.

SHIRO's commitment to make the world a happier place remains at the forefront of its mission as it continues to innovate and expand.

To commemorate the grand opening, SHIRO also released a visual presentation that expresses the brand's philosophies in a dynamic format, encouraging viewers to delve deeper into SHIRO’s message and values.

Shop Information

• - Store Name: SHIRO Seongsu
• - Opening Date: April 26, Saturday
• - Address: 57, Yeonmujang-gil, Seongdong-gu, Seoul, Korea
• - Business Hours: 11:00 AM - 9:00 PM
• - Korean Official Online Store: SHIRO Korea
• - NAVER Smart Store Official Shop: SHIRO NAVER

About SHIRO

SHIRO began with a simple philosophy: to create products that we want to use every day. With operations spanning development to sales, SHIRO remains committed to ethical manufacturing practices from its inception. Its range includes skincare, makeup, and fragrance items made from carefully sourced natural materials. The brand has physical retail locations in Japan, London, Taiwan, and Korea, along with e-commerce platforms in the U.S. and China. Furthermore, it offers a selection of food products via 'SHIRO LIFE', operates cafés, and beauty salons under 'SHIRO CAFE' and 'SHIRO BEAUTY', respectively. SHIRO continues to prioritize sustainable practices, leading community projects, and enhancing its overall contributions to society while celebrating its 15th anniversary in 2024.