Cosmetics chain Kiehl’s has opened its first store in Finland at the Kämp Galleria shopping centre in Helsinki. Originally established in New York’s East Village in 1851, Kiehl’s now has more than 130 stores in over 40 countries and is owned by the French cosmetics company L'Oréal. L’Oréal’s turnover in 2010 was EUR 19.5 billion, making it the world’s biggest cosmetics company.
In addition to its flagship store, Kiehl’s is also planning to expand its operations in the Helsinki metropolitan area and also possibly on the web, according to Johanna Wallden, product group manager at L'Oréal. Kiehl’s is especially known for its skin care products, large male clientele base and a marketing approach that relies on free samples, old-fashioned packaging and unique stores, rather than paid advertising.
Kiehl’s decided to locate in Kämp Galleria because its location at the heart of Helsinki and unique shopping milieu create an excellent setting for Kiehl’s brand and operations, according to Nora Immonen, project director at Citycon, which owns the shopping centre. “We believe that Kiehl’s complements and diversifies Kämp Galleria’s beauty offering and is an interesting brand for our customers,” she says.
Sources: Markkinointi&Mainonta, Citycon