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Jo Malone Set to Make China Debut

The brand is poised to break into the market, landing at the Beijing branch of the Shin Kong Mitsukoshi department store chain.

A rendering of the Jo Malone counter in Beijing.

LONDON — Jo Malone London is poised to break into the Chinese market, landing on counter next month at the Beijing branch of the Shin Kong Mitsukoshi department store chain.

The Jo Malone space will open on April 16, and will offer services including consultations that allow customers to create their own scented blends, advice on gifting, and hand and arm massages at the brand’s “Tasting Bar.”

“We believe that the understated luxury of Jo Malone London, along with the brand’s use of high-quality and rare ingredients, will appeal to the very discerning Chinese consumer,” said Fabrice Weber, president of Asia Pacific Region at the Estée Lauder Cos. Inc.

“China and our Chinese consumers continue to play a key role in the strategy of our company, and the launch of the Jo Malone brand reinforces our commitment to this dynamic market,” he said.

In a telephone interview, Maureen Case, global president at Estée Lauder, said it was about time that Jo Malone was in China, which could become a top market for the brand globally. “Size does matter,” she said, adding that the brand will open its first stand-alone store in Beijing in December.

Case added that there is so much potential in the Chinese market: “Forty-seven percent of Chinese women use fragrance already.” She said that she could easily foresee 50 Jo Malone London points of sale in China over the next few years, between freestanding stores and department stores.

Jo Malone London is already present in other Far Eastern markets, including Hong Kong, Japan — and South Korea, where it is one of the top fragrance brands, Case said.