Byredo, one of the world‘s top three niche perfume brands, is ramping up its presence in South Korea with a series of new store openings this year.

The move comes after Puig, the Spanish company behind the perfume brand, established a local subsidiary last year and announced its direct entry into the market.

According to industry sources on Thursday, Byredo plans to open a store at Hyundai Department Store’s Ulsan branch in April, followed by Lotte Department Store’s Pyeongchon branch in May, Lotte’s Nowon branch in June, and Hyundai’s Mokdong branch in August.

Byredo’s expansion follows Puig Korea’s decision in September to end its import and distribution contract with Shinsegae International and enter the market independently.

In the same month, Puig Korea opened directly operated stores at Hyundai Department Store’s Pangyo and Kintex branches, marking the start of its aggressive retail push.

During a press conference announcing its direct entry, the company emphasized Korea’s importance in the Asian market, saying that the largest revenue-generating market in Asia was not China but Korea.

It also noted that it would explore business opportunities with retail partners such as Lotte, Shinsegae, Hyundai, and Galleria.

Byredo first entered Korea in 2014 through Shinsegae International, becoming one of the country’s most popular niche fragrance brands.

Following the expiration of its contract last September, Puig Korea took over domestic distribution rights and launched its direct operation.

Despite economic downturns, niche perfumes priced between 200,000 won ($139) and 500,000 won are thriving as small luxuries, making Korea a battleground for global fragrance brands.

Major fashion conglomerates are also expanding their role as curators, introducing emerging global perfume brands to the domestic market.

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