Chinese beauty brand Florasis opened its first department store counter at Intime City in Hangzhou, signaling a strategic move into China’s high-end physical retail sector. Alongside the launch, Florasis introduced a premium makeup line featuring rare botanical ingredients. The location marks a shift from targeting high-traffic tourist areas to focusing on local, loyal, higher-spending department store customers. The counter is strategically placed among established international brands. Industry observers see this as a key step prioritizing stable, high-value retail channels over short-term traffic-driven growth.

Related: China beauty brand Florasis shifts US expansion strategy as tensions rise