THE WHAT? Lush has partnered with Maison Retail Management to launch its first store in Vietnam, according to a report published by Inside Retail Asia.

THE DETAILS The ethical beauty brand cut the ribbon on a 82sq m space in Ho Chi Minh’s CBD district last week and will open a further door in Hanoi’s Lotte Center in July.

THE WHY? The Vietnamese market is becoming increasingly attractive for multinational brands as the middle class grows. Lush’s move follows openings by Korean streetwear label, Nerdy.