Shinsegae Int'l secures domestic sales rights for Italian brand Davines

South Korea's fashion retail giant Shinsegae International on Monday said it has acquired the domestic rights to sell the Italian haircare brand Davines and will launch operations next year.

Founded in 1983 in Italy, Davines sells professional hair products made in eco-friendly and ethical ways in 97 countries, with Korea having over 500 hair salons and online and offline stores distributing the brand's items.

Davines products in Korea are considered high functioning for professional use. For example, its Energizing Shampoo, which is nicknamed "celebrity" or "Cheongdam-dong" (a posh neighborhood in Seoul)" shampoo, is a bestseller despite its high price of 120,000 won ($92) per 1,000 ml bottle.

Shinsegae International plans to open in phases sales outlets for the brand at major department stores nationwide and sell items on leading online malls, including its own site S.I. Village.

A Shinsegae International source said, "We will develop Davines as the country's best hair salon brand," adding, "Our plan is to expand the brand's offline distribution network from its present use of sales spaces within stores of our brands like Chicor (beauty and cosmetics) and Boon the Shop (clothing) and stimulate online sales."

Write to Jeong-Cheol Bae at bjc@hankyung.com