L’Oréal Romania to go online with its own store | Progresiv
L'Oréal Romania enters the e-commerce market with its first online store, launched under the Kiehl's banner. The www.kiehls.ro platform represents an important step in the company's strategy of expanding into the online retail market, where it entered five years ago with online retail partners. 
"By launching www.kiehls.ro we try to bring the offline experience online. Online shopping is an excellent opportunity to allow Romanian consumers access to efficient and quality products, no matter where they come from. At the same time, development in the e-commerce area allows us to grow our own chain of stores in a sustainable way and bring the brand experience as close as possible to our consumers", said Cosmin Ban, General Manager of L'Oréal Romania’s Luxury Products Division.
In Romania, 30% of the urban population is shopping online and electronic commerce accounts for 5.6% of the total retail market, according to company data. Regarding cosmetics, 7.9% of them are sold online. In the past two years, the Romanian e-commerce market has had the highest growth in Central and Eastern Europe, and beauty and fashion products are the third most purchased category online.
The launch of www.kiehls.ro represents an important step for L'Oréal Romania and complements the retail expansion strategy. The company entered the mono-brand market in 2015 by opening the first Kiehl's store in AFI Palace Cotroceni in Bucharest. Currently, Kiehl's banner owns six own stores in Bucharest, Cluj-Napoca, Iasi and Timisoara. L'Oréal Romania operates a total of 11 own stores under Kiehl's and NYX Professional Make-Up banners.
L'Oréal Romania has been present on the local market for 21 years. The producer reported a turnover of 369.5 million lei last year, up by 17% compared to 2016, and a net profit of 33.9 million lei.
