US and Asian brands continue to target growth in Europe and are currently the main drivers of cross-border retail expansion. So says MAPIC, which has reported an increase in enquiries from American and Asian brands, with new participants such as Xiaomi, Dreame Mart/OHKU, Paris Baguette, Alo Yoga, Bath & Body Works, Costco, Krispy Kreme, Lucciano’s and Casaideas confirmed to attend the show in Cannes on November 4 and 5.
MAPIC organiser RX Events says that over the past five years, Europe has witnessed an acceleration in the growth of American and Asian brands, reshaping the retail landscape. In 2024, Asian brands accounted for 22% of the 91 new brands entering the French market.
Much of this growth is being driven by The Korean beauty trend, often referred to as K-beauty, which is sweeping the globe and fuelling the rise of brands such as Laneige and Missha. Meanwhile, another concept from Korea, photo studio, Life4Cut, is taking its first steps in Europe, offering the potential to reinvigorate small areas limited by the lack of shop windows. The collectables trend is also intensifying with the rapid expansion of Pop Mart and Dreame Mart and are increasingly becoming a familiar sight in many European high streets and retail destinations.
Despite ongoing uncertainty surrounding tariffs, RX Events says many US retail brands continue to view European markets as fertile ground for expansion. Krispy Kreme has been particularly expansive across the UK, Ireland, Germany, Spain and France, where it has expanded its footprint to 19 shops and has announced plans for a further 50 outlets.
Meanwhile, brands such as Popmarl, Miniso, Daiso, Urban Revivo, Chagee, Gentle Monster, CJ Olive Young, Tata Harper, Little Ceasars and Dave’s Hot Chicken have already signalled their European expansion ambitions.
