Luxasia expands to Australia, New Zealand with majority share ownership of Pacific SMM

By Muneerah Bee

Luxasia, an omni-channel partner for beauty and luxury lifestyle brand distribution, retail, and e-commerce in Asia-Pacific, has announced its expansion plans into Australia and New Zealand (ANZ) through the acquisition of a majority stake in fragrance and beauty distributor, Pacific SMM.

This brings the company’s regional presence to 14 countries, in line with its strategic plan to reach consumers with an omni-channel beauty experience and transform the beauty landscape in Asia-Pacific.

“We are excited by the immense potential of our partnership, given that Australia and New Zealand are mature beauty markets,” said Wolfgang Baier, group CEO, Luxasia. “By combining Pacific SMM’s extensive market knowledge in ANZ with Luxasia’s end-to-end brand distribution and channel management competencies, Luxasia is well-poised to bring its repertoire of beauty brands to the ANZ market speedily and successfully.”

Luxasia’s acquisition of the majority stake in Pacific SMM will be completed in October this year, and would be renamed to Luxasia Oceania Pty Ltd. The newly-established company aims to build upon Pacific SMM’s current set-up with experienced team members, innovative retail concepts, e-commerce best practices, as well as an efficient back-office and supply chain management, according to the company. Adding to the currently fragrance-heavy offering of Pacific SMM, Luxasia aims to bring ANZ consumers more skincare and cosmetics brands.

“We have great admiration for the Luxasia team’s consumer-centric approach in brand distribution, having worked closely with them for several years across numerous brands,” said Nicholas Gorick, managing director, Pacific SMM. “Leveraging our collective strengths, we are confident that Luxasia Oceania will be a dominant force in ANZ’s beauty industry.”

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