MOIDA, a South Korean K-beauty products retailer, entered the Portuguese market with the opening of the first store on Rua de Santa Catarina, in Porto, followed by a second store on Rua do Carmo, in Chiado, Lisbon. This expansion is part of the brand's European strategy, which already operates in markets such as the United Kingdom, France, Italy, and Germany. MOIDA is part of Silicon2, a South Korean distribution company that manages StyleKorean.com, one of the largest global online platforms for Korean beauty products.
The brand's entry into Portugal was supported by the comprehensive advisory services of Oporto Accounting, a firm specializing in supporting foreign investors looking to establish themselves in the country. The team supported the entire implementation process, including company incorporation and coordination of accounting, tax, labor, and legal areas.
The project was led by a multidisciplinary team headed by Bruno Varajão, CEO and founder of Oporto Accounting, with legal support from Pedro Cunha, Head of Legal, and human resources management coordinated by Odete Silva, Head of HR. According to Bruno Varajão, entering a new market requires coordinating different specialties and aligning procedures between teams from different countries, with Oporto Accounting's role being to structure the process to ensure full legal compliance and efficiency in the startup and management of operations.
Oporto Accounting, with presence in Porto and Lisbon, provides integrated services in accounting, taxation, legal advisory, human resources, and management consulting, acting as a local point of contact for international groups looking to establish or manage operations in Portugal.
