Cosmetics company Avon, known for its army of sales representatives, could open more physical stores across the UK under a franchise model, as it expands its partnership with Superdrug.
At the end of 2023, Avon announced plan to open physical UK stores – the first in its 137-year history. Its global chief executive Kristof Neirynck has now told Retail Week that it’s looking to grow its network of standalone sites in the UK, which are run by its representatives on a franchise model.
This follows a partnership with personal care giant Superdrug. The retailer started stocking Avon products in 100 stores in September 2023, as well as sell online.
From last November, the collaboration expanded to hundreds more stores, with plans to eventually make Avon products available through Superdrug’s entire chain of almost 800 outlets by the end of the year.
Additionally, in April 204 Avon also launched on Amazon in a bid to accelerate its omni-channel strategy. It unveiled a new visual identity and ‘Embrace your Power’ brand positioning.
The marketplace offering is designed to embrace a wider customer base who “wish to enjoy aspirational beauty products at irresistible value”, something that’s even more important for customers due to the ongoing cost-of-living crisis. Over 300 Avon beauty products are now available via the marketplace.
Read an exclusive interview with Natalie Deacon, head of purpose and sustainability at Avon International, in the RetailX Global Beauty Sector 2024 Report.
Deacon explains how the retailer is doing the right thing by the women in its supply chain; the women who sell its products; and the women who use them.
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