Silicon2 (257720.KQ), a South Korean distributor of K-beauty products, said on the 4th that it opened a flagship store for its directly operated K-beauty multi-brand shop Moida in Lisbon, Portugal, on the 22nd of last month.
The store occupies about 317 square meters on Rua do Carmo, one of Lisbon's main shopping streets. It is Silicon2's second outlet in Portugal after its first store in Porto, and carries more than 80 K-beauty brands including Cell-Max, Dr. Elsia, Medicube, Beauty of Joseon, Skin1004 and COSRX.
Shoppers lined up outside the store on the morning of the opening, and the queue continued into the afternoon. Curated sets built around specific skin concerns sold out early, and more than half of paying customers qualified for a tiered gift promotion based on purchase amount.
Given that the surrounding commercial district draws heavy tourist traffic, Silicon2 plans to keep offering tourist-oriented benefits such as tax-free service and travel kits. It also plans marketing efforts centered on the Lisbon store, including brand pop-ups, to broaden contact with local consumers.
The company aims to increase the number of Moida stores in Portugal to at least five by next year as part of a wider European expansion. It plans to open stores in major cities including Berlin, Madrid, Barcelona and locations in the Netherlands, targeting 50 outlets by the end of this year. A Silicon2 official said the successful opening of the Lisbon flagship store and the strong local response demonstrated both the high demand for K-beauty in the southern European market and Moida's competitiveness in offline curation, adding that the company will aggressively expand its offline distribution network in Europe to broaden K-beauty's global reach.
