▲ This image is provided by Musinsa Beauty to celebrate the business entry of its private-label brand Oddtype into U.S. military retail network. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, July 28 (Yonhap) -- Musinsa Beauty said Tuesday its private-label brand Oddtype has entered the Army & Air Force Exchange Service (AAFES), a retail network serving U.S. military personnel, with sales beginning through its online store and 27 offline locations.

 

AAFES, a retail and welfare organization under the U.S. Department of Defense, operates an online shopping mall as well as post exchanges (PXs) and convenience stores at U.S. military bases worldwide. The network serves some 30 million active-duty and retired service members, civilian employees and their families.

 

Through the AAFES partnership, Musinsa Beauty has expanded its North American distribution network beyond online channels such as Amazon, YesStyle and StyleKorean to include offline retail outlets.

 

Last month, the company also entered major shopping malls in Kuwait through Boutiqaat, a Middle Eastern beauty and lifestyle platform.

 

Based in Kuwait, Boutiqaat operates "Korea Town," a retail chain specializing in K-beauty products.

 

Beginning next month, Musinsa Beauty will also introduce three private-label products through W Cosmetics, an Australian beauty distributor.

 

The company has previously expanded overseas distribution of its private-label products in Japan and Southeast Asia.

 

"We plan to broaden our online and offline sales channels across global markets, including North America, the Middle East and Australia," a Musinsa Beauty official said. "By expanding overseas distribution centered on our private-label lineup, we aim to strengthen our competitiveness as a global beauty platform."

 

jwc@yna.co.kr

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