Re Expands U.S. Retail Presence with 50 Costco Stores
Coway’s beauty subsidiary Hilerby is expanding the U.S. retail footprint of its skincare brand Re, moving beyond online channels after gaining traction with American consumers.Re began selling its products at 50 Costco stores across the United States on October 7, marking its first major expansion into Costco’s offline retail network. The move follows sales through Costco’s online store, Amazon…
Beauty company Hilerby, a subsidiary of Coway, is expanding its U.S. retail presence for the skincare brand Re. Re will now be available at 50 Costco stores across the country, marking its first major expansion into Costco's physical retail network. This move comes after the brand gained traction among American consumers through online channels, including Costco's own website, Amazon, and TikTok Shop.
Re's Cell to Cell Cream sold out quickly in March, followed by the Cell to Cell Essence in May, prompting the brand to increase its physical presence and provide direct access to local consumers. Re has also introduced a new Celestial Collagen Cream to the U.S. market, which uses collagen water and contains eight types of collagen and 10 types of peptides.
This expansion is part of Hilerby's strategy to diversify its sales channels and strengthen its global business. The company plans to expand Re's presence in Canada and other North American markets, as well as Europe. Hilerby sees Re as a key brand for building its position in the global K-beauty market. The overseas expansion is also crucial for improving profitability, as Hilerby's revenue for the first half of the year declined by 25.4% compared to the same period last year.
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