Avon is set to increase its franchise store presence across the UK while strengthening its partnership with Superdrug.
- The beauty company plans to introduce more standalone shops operated by sales representatives through a franchise model.
- Avon products will soon be available in 650 Superdrug stores, a significant rise from an initial 100 store trial.
- By the end of 2024, Avon’s global retail footprint aims to reach 2,300 physical locations.
- This strategy shift follows adjustments made during the Covid-19 pandemic when traditional selling methods were disrupted.
Avon, a prominent name in the beauty industry, is taking ambitious steps to bolster its retail presence across the United Kingdom. The company is looking to expand its network of franchise stores, a move that will see Avon sales representatives manage standalone shops. This initiative aims to enhance the accessibility of Avon’s product range to a wider consumer base.
A significant part of Avon’s retail strategy includes deepening its ties with Superdrug, a key partner in the UK. After a successful trial in 100 Superdrug locations, Avon products are now set to be available in 650 out of 830 Superdrug stores by the end of the year. This expansion highlights the robust performance of Avon products in the initial phase, prompting a swift and substantial rollout.
Global Chief Executive Kristof Neirynck has outlined plans that will see Avon products in 2,300 retail outlets worldwide by the close of 2024. This includes partnerships with various third-party retailers such as drugstores and beauty specialists, enhancing Avon’s global retail presence. Neirynck’s comments underscore a strategic pivot aimed at leveraging third-party retailers to expand Avon’s customer reach.
Avon’s move into physical retail was initially marked by the opening of its first standalone shops in the UK last November. The decision followed an internal review of strategies, prompted by a need to adapt during the Covid-19 pandemic when traditional door-to-door sales were no longer viable. Angela Cretu, Avon International’s Chief Executive, noted this transition as an exciting new phase for the company.
As Avon continues to adapt and evolve in response to changing market conditions, its focus remains on increasing accessibility and solidifying its presence in the physical retail landscape. The company’s efforts to expand its franchise model and retail partnerships indicate a forward-thinking approach to business growth and customer engagement.
Avon’s strategic expansion into franchise stores and increased collaboration with Superdrug marks a significant evolution in its retail approach.
