The Body Shop is undergoing a strategic revival, rebuilding its presence across Europe.
- After significant closures in the US, Canada, and Europe, the brand is targeting growth in Spain and Portugal.
- CEO Charles Denton emphasises a ‘market by market’ recovery strategy, focusing on ethical beauty partnerships.
- Under new leadership, 72 stores across the Iberian Peninsula are spearheading this resurgence.
- Recent corporate transitions have set the stage for this renewed focus on sustainable growth.
The Body Shop, having navigated a challenging period marked by widespread store closures, is now strategically refocusing its efforts on the European market. In particular, the brand is concentrating on reviving its presence within Spain and Portugal. This move comes in the wake of the company’s UK arm entering administration, followed by a succession of shutdowns in the US, Canada, and broader European regions.
According to Charles Denton, the chief executive officer, the revitalisation is being approached incrementally, with a ‘market by market, product by product, customer by customer’ methodology. This approach underscores a commitment to re-establishing the brand’s heritage in ethical beauty while adapting to current market dynamics.
Integral to this resurgence are Veneta Petkova and Diego Ortiz de Zevallos, who bring both experience and a shared vision for sustainable growth. Petkova oversees the franchise operations in several Balkan countries, while Ortiz de Zevallos, having previously managed operations in Spain, now extends his influence across the entire Iberian Peninsula.
This reinvigoration strategy is supported by a robust retail footprint, with 72 existing stores—48 in Spain and 24 in neighbouring countries. The operational leadership is keen on leveraging these assets to bolster distribution networks across mainland Europe, aiming to drive both market share and brand loyalty.
The brand’s journey to redefine its market presence follows recent developments, including its acquisition by a private equity firm, Aurelius, and the subsequent sale of its business assets in most of mainland Europe and Asia to an international family office. Soon after these transactions, branches in Belgium, Austria, Germany, and Luxembourg faced bankruptcy, highlighting the challenges ahead.
The Body Shop’s phased revival in Europe signifies a strategic commitment to sustainable growth in a competitive market.
