LONDON — Beauty e-commerce site Feelunique.com said it has secured a new investment of 20 million pounds, or $28.4 million at current exchange, from its existing shareholder Palamon Capital Partners and two new coinvestors.

The company said the investment would enable it to expand its existing international footprint. Feelunique’s recently launched Chinese Web site has been outperforming, while the company has begun expanding into France after acquiring Parfumeries Rive Droite.

The premium French perfumery chain Parfumeries Rive Droite has four boutiques across France, including a flagship store on Avenue Marceau in Paris. Feelunique said it sees the French acquisition as a platform from which to develop its business in France and Continental Europe. The company has also opened a French distribution center and appointed a local executive team.

Joël Palix, chief executive officer of Feelunique, said it was a “very exciting time” for the business, as Palamon increases its financial commitment alongside two new coinvestors.

Feelunique declined to name the two new investors.

Feelunique said its U.K. business has performed well, with overall revenue up 38 percent and total retail sales for the year ended March 31 hitting 65 million pounds, or $98.2 million, an increase of 23 percent year-on-year.

The company stocks upward of 22,000 products from more than 450 beauty brands worldwide and serves 110 countries from its distribution centers in the U.K. and France.

Feelunique said it remains focused on luxury brands including Yves Saint Laurent, Chanel, Dior, Tom Ford, Laura Mercier, Kiehl’s, Kérastase, Estée Lauder, Nars and Liz Earle. It also carries a range of exclusive brands, including Kadalys, MOR and Collistar.

Feelunique’s Web site is available in five languages — English, French, Spanish, German and Chinese — and the company said it has, on average, more than 120,000 visits per day. Overall, the business has more than 1.6 million registered customers, 87 percent of whom are female with core repeat customers buying six times per year.

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