The initiative formalises capabilities the Group has been constructing internally, combining data-led demand identification, built-in distribution, and execution throughout greater than 17,000 O+O shops in Asia and Europe.
Over the previous two years, AS Watson has launched greater than 4,800 new manufacturers and model extensions throughout its community, underscoring the dimensions of its model growth exercise.
From Incubation to Execution
AS Watson model lab departs from conventional incubator fashions by embedding model growth immediately inside AS Watson’s retail ecosystem.
Reasonably than incubating manufacturers forward of their market entry, the platform operates contained in the market, utilizing real-time buyer information, procuring behaviour and class dynamics to tell growth choices.
Dr Malina Ngai, Group CEO of AS Watson, mentioned the mannequin displays the corporate’s structural benefit. “We don’t anticipate manufacturers to search out the market – we construct them the place demand already exists, and scale them via our ecosystem.”
A Systemised Progress Mannequin
On the core of AS Watson model lab is an built-in working mannequin linking perception, creation, distribution, demand activation and scaling.
The platform leverages AS Watson’s over 180 million loyalty members and O+O capabilities to speed up model choice and industrial execution.
A Structured Pathway to Scale
Manufacturers inside AS Watson model lab are supported via a structured progress pathway, progressing from early-stage validation to regional scaling and class management.
At every stage, manufacturers obtain differentiated assist throughout perception, distribution, advertising and marketing activation and funding, making certain sources are centered the place the best progress potential exists.
This staged method allows AS Watson to systematically construct, scale and prioritise manufacturers, bettering success charges whereas sustaining disciplined capital allocation.
Give attention to Excessive-Progress Segments
AS Watson model lab will prioritise product segments together with Asian magnificence tendencies (Ok-beauty, J-beauty, C-beauty), ingredient-led skincare, well being and wellness merchandise and elevated private care – areas the place client demand continues to evolve quickly.
The Group expects the platform to strengthen its skill to construct proprietary and unique manufacturers whereas bettering speed-to-market and capital effectivity.
Confirmed Model Scaling in Motion
Early outcomes reveal how AS Watson model lab interprets perception into accelerated progress – not solely by shaping model growth, however by scaling manufacturers quickly throughout markets via its built-in O+O ecosystem.
Throughout a number of classes and geographies, the platform has enabled manufacturers to maneuver from focused market entry to multi-market growth with velocity and self-discipline:
COSRX (Ok-Magnificence)– By combining COSRX’s innovation-led skincare experience with
AS Watson’s intensive retail footprint and deep client insights, the partnership has accelerated worldwide growth and broadened client attain. This illustrates how the platform converts robust model propositions into sustained class progress throughout markets.
&honey (J-Magnificence) – Leveraging its distinctive product positioning alongside
AS Watson’s regional scale, &honey quickly expanded past its residence market, rolling out throughout a number of Asian markets inside a brief timeframe. This demonstrates the platform’s skill to systematically scale confirmed home leaders into regional manufacturers.
e.l.f. Cosmetics (US) – By partnership with AS Watson, e.l.f. has prolonged its community-led, value-driven mannequin throughout Europe, translating robust model engagement into measurable market penetration. The instance highlights how consumer-centric manufacturers will be amplified via native market execution at scale.
essence (Germany) – The growth of essence throughout a number of markets, together with unique partnerships, displays how purpose-driven manufacturers can obtain consistency and attain when supported by built-in distribution and retail perception. This underscores the platform’s skill to construct sustained model relevance and loyalty throughout various markets.
Throughout these examples, manufacturers have scaled via a constant mannequin – combining data-led choice, built-in distribution, and coordinated market execution – demonstrating how AS Watson model lab capabilities as a repeatable engine for model progress, from market entry via to regional scale.
Scaling a Repeatable Engine
AS Watson model lab positions AS Watson to leverage its retail footprint not solely as a distribution channel, however as an engine for model creation and scaling.
The initiative indicators a shift from opportunistic model sourcing in the direction of a structured, repeatable progress mannequin, reinforcing AS Watson’s skill to scale manufacturers with velocity, self-discipline and consistency whereas driving long-term portfolio worth.
AS Watson continues to interact with chosen model companions and rising manufacturers aligned with its focus areas, with additional data out there via its official
AS Watson model lab platform (https://www.aswatson.com/asw-brand-lab)
Hashtag: #ASWatson
The issuer is solely accountable for the content material of this announcement.
About AS Watson Group
Established in 1841, AS Watson Group is without doubt one of the world’s longest-standing and most recognised retail firms with roots in Asia. At this time, the corporate operates over 17,000 shops throughout 12 retail manufacturers in 31 markets, using 130,000 individuals globally. This makes AS Watson Group the biggest worldwide well being and sweetness retailer on the earth.
Within the fiscal yr 2025, AS Watson Group reported income of over US$26 billion. The corporate’s technology-enabled O+O (Offline plus On-line) platforms serve over 6 billion buyers yearly, seamlessly integrating bodily and digital retail experiences.
AS Watson Group supported over 180 charitable and non-profit organisations yearly, dedicating over 40,000 hours of volunteer work to serve over 370,000 individuals in want in our working markets.
AS Watson Group can also be a member of the world-renowned multinational conglomerate CK Hutchison Holdings Restricted, which has 4 core companies – ports and associated providers, retail, infrastructure and telecommunications in over 50 nations.
Please go to 
www.aswatson.com/our-company/o-and-o-strategy/ for extra data.
