Avon is set to expand its franchise model and deepen its partnership with Superdrug by the end of 2024.
- The global cosmetics company eyes increasing its standalone shops across the UK run by sales representatives.
- A strategy reshuffle will also see Avon products in 650 Superdrug stores out of 830 by year-end.
- Avon anticipates having its beauty brand available in 2,300 physical stores worldwide, up from trials in 100 stores.
- The move to physical stores comes after a reassessment of strategies due to changes brought by the Covid-19 pandemic.
Avon is exploring the expansion of its franchise model across the United Kingdom, with the aim to increase its standalone shops operated by sales representatives. This strategic move aligns with the company’s objective to strengthen its presence in the physical retail space, offering more visibility and accessibility to its products.
With the end of 2024 in sight, Avon plans to expand its product availability to 650 of Superdrug’s 830 stores. This decision follows a successful initial trial in 100 stores, which demonstrated strong sales performance, leading to a rapid rollout across more branches.
Globally, Avon intends to broaden its reach, expecting to have its brand in 2,300 physical stores through third-party retailers such as drugstores and beauty specialists. This is part of Avon’s strategy to adapt and grow amidst the evolving retail landscape.
Avon first announced opening physical stores in the UK in November of the previous year. This was marked as a significant transition for the brand, which had to pivot due to the limitations on door-to-door sales brought about by the Covid-19 lockdowns.
Angela Cretu, Avon International global chief executive, described the shift towards physical retail as an ‘exciting new chapter’ for the company. This move reflects a broader strategy to bolster Avon’s market presence and customer engagement through traditional retail channels.
Avon is strategically enhancing its retail footprint through franchise expansion and a strong partnership with Superdrug, adapting to the changing market demands.
