South Korean cosmetics manufacturer It’s Hanbul Co. as a latecomer will accelerate expansion campaign in China with an aim to open 10 stores in near future and operate more than 100 in the world’s most populous and biggest consumer market.

It’s Hanbul announced on Wednesday that it will open its first flagship store in Shanghai in September and increase the number to 10 or more and open more than 100 stores at health and beauty stores in the mid- to long-term.

Earlier this month, it made its products available at 38 stores of Mannings, drugstore chain in China, and started supplying to 54 stores of Sa Sa, another cosmetics retailer, in June. The brand has also been housed at 10 Olive Young outlets in China and will be hosted at global retailers including Sephora and Watsons in the latter half.

The company has already taken the label available at China’s online stores such as Tmall, VIP and JD Mall, and plans to expand sales through various networks including TV home shopping.

It will produce beauty lineup customized for Chinese consumers through product upgrade and diversification.

It’s Hanbul early this year started operation of its Fuzhou plant that produces 80 or more products. It also engages in original equipment design and manufacturing (OEDM) business with local companies. Its Fuzhou factory, Chinese manufacturing base that was completed construction at the end of June last year received manufacturing permission in October. Its retail subsidiary in Shanghai is in charge of expanding sales network both online and offline.

Shares of It’s Hanbul closed Wednesday at 58,600 won, up 9.53 percent from the previous session.

By Kang Da-young and Choi Mira

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