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Games & Commerce

APR steps up U.S. offline retail expansion

APR said its beauty brand MediCube is expanding offline distribution in North America by rolling out to Target and Walmart in the United States. The company completed placement in more than 1,500 Target stores in April and plans to expand to about 3,000 Walmart stores in June. MediCube will operate dedicated displays carrying key items. APR said MediCube’s sales rose about 30 percent within three months of joining Ulta Beauty, and demand has stayed strong online.

Industry

APR enters India after U.S., Japan and Europe, with different strategies by country in focus

APR is accelerating its overseas expansion by entering India after the United States, Japan and Europe. It has begun selling Medicube products through a strategic partnership with Indian beauty platform Nykaa, using a B2B-led strategy similar to Europe. In the U.S. and Japan, APR prioritised direct online sales and later added B2B distribution. The company is also prioritising skincare over devices in India, citing climate and regulatory considerations.