Orien Trade achieves double-digit growth and accelerates in Europe: +66% in revenue in Q2 2026

Orien Trade has announced that it achieved turnover of 122 million euros in 2025, while in Q2 alone 2026 revenues reached 58,9 million euros, an increase of 66% compared with 35,4 million in the same period of 2025.

A particularly significant figure: the revenue generated in Q2 2026 exceeded that achieved during the whole of the financial year 2024. The company now has 128 employees and a Group presence in 9 countries.

The growth journey

Orien Trade is accelerating its growth journey in Europe and consolidating its role as a leading distributor for Asian beauty brands interested in developing in the European market. Founded in 2014 in Estonia, the company now operates in more than 30 countries, with over 100 brands distributed and a network of more than 300 retail partners. Its business model integrates distribution, importing and regulatory compliance, marketing and PR, retail support and logistics, with an approach that goes beyond the simple marketing of the product.

“The growth we are recording is the result of disciplined expansion across the various distribution channels and an increasingly widespread presence among leading European retailers. We select markets, channels and partners based on the positioning and long-term potential of the brands,” comments Madis-Marius Vahtre, founder & CEO of Orien Trade.

Italy among the strategic markets

As part of this journey, Italy is one of the markets on which Orien Trade is focusing its commercial, marketing and brand development activities most strongly. The objective is to consolidate the brands’ presence through a targeted selection of channels and partners, maintaining their correct positioning during the expansion phase as well. The main Italian commercial partners include organisations such as Ovs, Rinascente, Coin, Douglas, Dm, Tigotà, Pinalli and Qvc, while at European level the portfolio is available through retailers and platforms such as Sephora, Douglas, Watsons, Notino, Rossmann, Zalando, Müller and Monoprix.

“Italy is taking on an increasingly important role within Orien Trade’s European strategy. Our work is not simply about bringing new products to the market, but about creating the conditions for solid growth around the brands: distribution, positioning, communication and relationships with retail must progress together,” says Alberto Dolfin Mazzarino, country manager Italy at Orien Trade.

A concrete example of this strategy is participation in the recent Milano Beauty Week 2026, where Orien Trade was among the partners of Shaka Beauty Hotel, the project developed by Ovs, bringing a broad representation of its portfolio of K-Beauty and J-Beauty brands into the experience.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.