AtHome’s THOME expands its reach from the U.S. to Europe ... overseas sales up 125% in three months

[Financial News] AtHome’s beauty brand THOME is stepping up its push into global markets, expanding its sales network to Europe after the United States. Its strategy is to build on the distribution and marketing experience it gained in the U.S. market and extend its reach to local offline channels in Europe. Overseas sales have also more than doubled in the past three months, prompting assessments that the expanded distribution network is translating into tangible growth.
 AtHome said on the 8th that THOME recently began selling its products at the MOIDA store in Westfield Stratford City shopping mall in London, United Kingdom. MOIDA is an offline beauty select shop operated by beauty distributor Silicon2.
 The company says the UK expansion is significant because it diversifies its overseas business, which has been centered on the U.S., into Europe. In particular, securing an offline distribution network where local consumers can see and buy the products in person has laid the groundwork for raising brand awareness and attracting new customers.
 THOME sells 14 products at MOIDA in Westfield, UK, including The Glow Signature, a droplet-type ultrasonic device; six types of boost ampoules made for the device; and seven derma skincare products. Following Westfield, THOME plans to roll out its products at MOIDA stores in London’s Soho and Battersea Power Station.
 THOME has built the foundations of its overseas business by expanding its online and offline distribution networks in the U.S. The Glow Signature ranked first in weekly sales in TikTok Shop’s beauty-device category in the U.S. last July. In May, THOME was also listed at OLIVE YOUNG’s Pasadena store in the U.S. and on its online mall.
 The expansion of its overseas distribution network is also driving sales growth. THOME’s overseas sales in September were up 125% compared with June. In other words, sales grew to 2.25 times their previous level in just three months. Although the absolute value of overseas sales has not yet been disclosed, the company is seeking further growth opportunities after establishing a sales base in the U.S. and expanding into Europe.
 THOME’s overseas expansion is also drawing attention as it reflects how South Korean beauty-device companies are developing more concrete overseas strategies that go beyond exporting products to securing local distribution networks and strengthening brand competitiveness. In particular, selling beauty devices alongside products formulated for use with them offers the advantage of generating additional sales from skincare products even after a device has been sold.
 THOME plans to apply the distribution and marketing experience it has accumulated in the U.S. to the UK and other European markets. It will analyze local consumer responses and sales trends to refine its product lineup and distribution strategy, and plans to expand into France, Portugal, Italy, Germany, Spain and other markets, starting with the UK.
 An AtHome representative responsible for the THOME brand said, “After establishing ourselves in the U.S. market, we are working to broaden our touchpoints with consumers in Europe as well,” adding, “Through droplet-type ultrasonic devices and high-performance skincare, we aim to help more consumers experience skincare in their everyday lives.”
[email protected] Kang Kyung-rae Reporter