YesAsia Holdings Limited (02209.HK), through its global online beauty retailer YesStyle, has opened a new physical retail store in the United States. Located on the main level of Great Mall in Milpitas, in the San Francisco Bay Area, the concept store marks a significant milestone in bringing Korean beauty trends to a broader US audience and advancing the Group's B2C-B2B dual-engine strategy to expand market share in North America.
The 1,500-square-foot store serves as an immersive retail fantasy, celebrating 20 years of delivering trending Asian products worldwide. It enhances offline visibility and reaches consumers who value hands-on product discovery and immediate purchase. The store offers a "Yesful playground" featuring over 60 Asian brands, interactive makeup stations with K-beauty labels like UNLEASHIA, dasique, fwee, and rom&nd, and a customizable mask bar. This experiential retail environment is designed to generate offline brand awareness and foot traffic that feeds into YesStyle's digital platform, creating an offline-to-online (O2O) loop that supports repeat purchases and maximizes customer lifetime value.
Mr. Joshua Lau, Founder, Executive Director and Chief Executive Officer of YesAsia Holdings, said: "The launch of YesStyle's retail store marks a significant milestone for our brand, as we bring our top-tier and bestselling K-beauty products into an offline setting for customers in the Bay Area. The Bay Area holds a special place in our history as the city where the Group was founded and where our first office was established. Opening our first YesStyle beauty retail store here feels like coming home and reinforces our commitment to continue innovating and delivering exceptional experiences to our customers, both online and offline."
This physical retail expansion also creates value for YesAsia Holdings' B2B operations, AsiaBeautyWholesale (ABW). By showcasing a curated selection of bestselling K-beauty brands such as SKIN1004, Medicube, Anua, Dr. Althea, Beauty of Joseon, and COSRX in a premium US retail environment, YesStyle acts as a market-testing ground. The brand awareness and consumer validation generated at the retail level bolster confidence among US retailers and distributors, catalyzing B2B orders and driving growth across both core business modules.
YesAsia Holdings, established in 1997, is a leading e-commerce platform operator specializing in Asian beauty, fashion, lifestyle, and entertainment products. The Group operates three major platforms: YesStyle, a B2C platform for Asian beauty and lifestyle products; AsianBeautyWholesale, a B2B platform; and YesAsia, an e-commerce platform for entertainment products. More information is available at the Group's official website: https://www.yesasiaholdings.com/.
