Latitude37, since 2015

Latitude37 is a Seoul-based management consultancy specialized in Luxury Retail and Beauty Brand development. Xavier Dufoix established the company office near Garosu-gil in Seoul’s Gangnam district in 2015. Born with the belief that the Korea market represents both opportunities and challenges for luxury brands, Latitude37 offered expertise and agility for its first client’s retail development. Since then, it has been partnering with leading brands, supporting them in all retail-related issues in Korea.

©Ulla Reimer

Working closely with leading brand owners, department stores, and investors, Latitude37 brings relevant market approach and business development solutions in an ultra-dynamic market where network and market insights are vital assets.

Latitude37 team has been the Retail Partner in Korea for several Luxury Lifestyle, and Accessories brands. It also helped several cosmetic and perfume brands to grow faster and achieve sustainable development in Korea.

In 2017, Latitude37 sealed a partnership with Experis, a Lyon-based creative lab founded in 2003 and led by Frederic Burtin, an exceptional perfume and skincare specialist. Multiplying visits, fairs, and meaningful encounters in Korea, Frederic and Xavier believe that beyond K-Beauty, the Korean cosmetic market has a lot to contribute in terms of skincare innovation and trends for the future.

From 2018, Latitude37, together with Experis, has been helping entrepreneurs, brand owners, and developers, in each step of skincare and perfume brand development. Bringing French technical and marketing creation method, Latitude37 became the Beauty Consulting Partner for several brands and created the first independent cosmetic Creative Space in Korea.

In 2020, Latitude37 renewed its corporate identity and remains dedicated to strengthen further its expertise in both Retail Management and Beauty Consultancy.


Our founder, Xavier Dufoix, is an accomplished entrepreneur born in France. He founded Latitude37 in 2015 in Seoul after leading Fendi Korea as Country Manager for five years.

Based in Seoul since 2010, he has over 25 years of experience and responsibilities in the fields of luxury, watches, fashion, and accessories. He lived in Hong Kong, Taipei, Milan, and Singapore before settling down in Seoul.

Xavier has been occupying essential roles in Asia and Europe for leading luxury groups (Richemont, LVMH) in retail marketing, and general management for Cartier, Fendi, Jaeger-LeCoultre, Montegrappa, and Panerai.

He was a former president and current member of the CEFC, Cercle Des Entrepreneurs Francophones de Corée (Association of French-speaking Entrepreneurs in Korea), and co-founded in 2019, Beauty Motion, a Lyon-based start-up specialized in perfume and skincare production management.

Besides professional engagement, Xavier nurtures his passion for photography, which he practices with recognized talent in his spare time!


Latitude37 team is multicultural and talented! All-in-all, the team members at Latitude37 speak Korean, French, English, Italian, Spanish, and Chinese! They put their passion and precision in delivering strong results in their missions.

©Ulla Reimer

The team comprises of young professionals with diverse backgrounds and a keen interest in the luxury and cosmetics sector! Curious, agile, and connected, they bring ideas and drive results for our partners and our community.

“Pleasure in the job puts perfection in work” – Aristotle.

Shared Values, Latitude37 team shares 7 values.

Certitude — Putting all necessary efforts to realize our missions. Gratitude — Feeling so much gratitude towards our clients. Etude — Designing your project with precision and creativity as craftsmen contributed to the rise of great brands. Promptitude — Delivering results and completing our missions on time. Dissimilitude — Approaching things differently with drive and passion. Fortitude — Building success spirit leveraging on our team strengths. Rectitude — Acting always in honesty and integrity.

Environmental Sustainability

We know our way of living is affecting our environment. What can we do to reduce our impact?
Our team fixed simple, realistic, and achievable objectives by changing our habits. Whether to stop buying daily products with single-use non-recyclable plastic or to stimulate our loved ones to follow us on this path, we want to contribute!