Shiseido Begins Selling Burberry's Beauty Products In Japan

Shiseido begins selling Burberry's beauty products in JapanMy Burberry, the latest perfume by British luxury brand Burberry, hit shelves in Osaka and elsewhere on June 3 under a deal that allows cosmetics giant Shiseido Co. to market its beauty products.
In accordance with the agreement announced by the two companies on June 2, Shiseido will import and market Burberry’s fragrances and cosmetic products in Japan.

The Hankyu Department Store's Umeda Main Store in Osaka and other outlets were the first to sell the perfume, but shops dedicated to selling Burberry’s makeup products are scheduled to open in Tokyo and Osaka this autumn. Japan will be the third country where such shops have opened after Britain and South Korea, Shiseido said.

Burberry has been marketing its cosmetics line globally, including North America, since April 2013. But as the company has no experience in selling such products in Japan, it decided to outsource sales to Shiseido.

With the expiration of a license in June that allowed apparel maker Sanyo Shokai Ltd. to manufacture and sell items under the Burberry brand, the British company will begin marketing its own apparel items in Japan.

Toru Sakai, who heads Japan operations at Shiseido, saw no conflict of interest in the two companies selling high-end cosmetics globally.

“(Burberry’s products) will not compete with the luxury items sold by Shiseido because ours center on skin-care products,” he said. “We believe its product line has the potential to be accepted in Japan, but it may take a while.”