YesStyle Opens First US Store in Bay Area, Boosting O2O and B2B Synergy

YesStyle, the global online beauty retailer under YesAsia Holdings Limited (02209.HK), has announced the launch of its first physical retail store in the United States, located on the main level of Great Mall in Milpitas, in the heart of the San Francisco Bay Area. This new concept store marks a significant step in bringing the latest K-beauty trends to a broader US audience and represents a major strategic milestone in advancing the Group's B2C-B2B dual-engine strategy to expand market share in North America. Celebrating 20 years of delivering trending Asian products worldwide, YesStyle has transformed 1,500 square feet into an immersive retail fantasy, serving as a strategic extension of the Group's core B2C business. The store offers a 'Yesful playground' where beauty lovers can connect with over 60 Asian brands, featuring interactive makeup stations with beloved K-beauty labels like UNLEASHIA, dasique, fwee, and rom&nd, alongside a customizable mask bar. This experiential retail environment functions as a powerful, culturally rich marketing engine, generating offline brand awareness and foot traffic that seamlessly feeds into the digital platform, creating a complementary offline-to-online (O2O) loop that supports repeat purchases and maximizes customer lifetime value (LTV).

Joshua Lau, Founder, Executive Director and Chief Executive Officer of YesAsia Holdings, stated: '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, along with advanced skin care innovation, 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.' The physical retail expansion also creates substantial value for YesAsia Holdings' B2B operations, AsiaBeautyWholesale (ABW). By physically showcasing a curated yet expansive selection of bestselling Korean beauty brands, including SKIN1004, Medicube, Anua, Dr. Althea, Beauty of Joseon, COSRX, and more, in a premium US retail environment, YesStyle acts as an effective market-testing ground. The elevated brand awareness and consumer validation generated at the retail level will bolster confidence among other local US retailers and distributors, effectively catalyzing B2B orders and driving synergistic growth across both of the Group's core business modules.