Xavier DUFOIX

Iʼm an entrepreneur and luxury industry expert with 30 years of experience across Asia and Europe. Thanks to my deep understanding of brand management, retail operations, and market entry strategies in the Asian markets, I founded Latitude 37 in 2015. This Seoul-based consultancy specializes in luxury retail and beauty brand development. We also offer strategic guidance to international brands, and help them navigate the Korean market, with insights on business development and market trends through our platform MAGNETIK SEOUL®.

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Latitude37 is a Seoul-based management consultancy specialized in Luxury Retail and Beauty Brand development since 2015. Latitude37 has been the Retail Partner in Korea for several luxury, lifestyle and beauty brands. The agile team advises, represents, and acts to implement distribution and marketing strategies.
Latitude 37 supports brands as their local representative Retail Team to lead partnerships negotiations, structure set-ups, retail sales activations, and retail coaching programs. Since 2017, Latitude 37 built a privileged partnership with Experis (experis.fr) based in Lyon, as well as Beauty Motion (beauty-motion.com), deciding to support the huge traction of the K-beauty market. French fragrance and skincare in-house formulation as well as production management solutions are engaged by Latitude 37, offering innovative service solutions for any brand creation or revamping.
In 2024, Latitude 37 innovates with new services called MAGNETIK SEOUL®. Proud to be CIC (inspiration-creation.com) Seoul hub in forecasting and consulting in beauty innovation, L37 tracks latest trends also within luxury, lifestyle, and fashion territories. As trend navigators, L37 MAGNETIK SEOUL® team organized, for several brand leaders visiting Seoul, learning expeditions, market presentations, or Retail inspiration tours in the city’s latest trend-setting areas.