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Superdrug to launch its own marketplace, calls for innovative brands to get in touch

Superdrug: expanding online with a marketplace

Superdrug joins a growing list of retailers launching their own marketplaces, with the launch of Superdrug Marketplace that will see the retailer give a platform to “hundreds of new brands” to sell to Superdrug’s customers.

The platform, which goes live in September, will be seamlessly integrated on the existing site, providing customers with a smooth journey for purchasing products from both established brands and exciting new sellers.

As well as beauty brands, the retailer also has its eye on the biggest wellness trends, with everything from wearables to health testing being considered as the move makes way for more trend-led brands to secure a listing. With the strategy homing in on bringing luxury brands to the forefront, Superdrug will also focus on brands which align with its customers’ key values, with a particular focus on black-owned brands, building on the brand’s Shades of You commitment to diversity in retail in 2021. Female-owned brands, and a focus on gender-neutral beauty products will also be prioritised.

Superdrug is also calling for forward-thinking brands who may have previously dismissed the possibility of a listing to get in touch to discuss featuring on Marketplace as soon as possible. Brands looking to join the marketplace can do so by contacting

Customer, marketing and online director Matt Walburn, who is leading the development of Marketplace at Superdrug comments: “The Superdrug marketplace will be a vital step for our business as we look to strengthen further our role in H&B retail and start to build into new associated categories. We’ve been looking at ways to bring innovative and growing brands into our business more quickly and in the appropriate way to test consumer reaction. This is a crucial next step in bolstering our online and offline strategy; marketplace inventory will eventually be available to purchase virtually instore as well as online. This launch will make a listing with Superdrug now possible for more up and coming brands and give our customers a wider range to enjoy, from luxury to trending beauty and wellness hacks.”

Brands will be expected to meet the same high levels of customer experience that Superdrug shoppers are used to, with orders fulfilled through independent brands, salons and third-party retailers.

The move signals the next development in Superdrug’s omnichannel retail strategy, which recently saw the launch of the ‘endless aisle’, allowing customers to order products in store that were currently out of stock. Superdrug Marketplace’s launch will also allow shoppers to walk into their local store and buy products from marketplace brands never seen before on Superdrug shelves.

The platform is being built as part of a partnership with marketplace platform expert Mirakl, which counts Debenhams, Decathlon, Joules, Secret Sales and Urban Outfitters among its clients. KPS Digital will be responsible for the project delivery, streamlining the customer experience to ensure that the quality of the digital platform remains the same as Superdrug’s core ecommerce site.

SAP, a trusted strategic technology partner for AS Watson, positioned Mirakl as part of the overall digital transformation strategy for Superdrug. SAP & Mirakl supported Superdrug in the design of the business case to transform to the marketplace model, as well as the design and implementation of the actual Superdrug Marketplace platform. With the SAP Commerce Marketplace Management application by Mirakl, Superdrug can offer the products and services they want, while maintaining high quality to limit risks and drive growth.

The retailer hopes that their best in market marketplace technical solution will allow brands without the infrastructure for a national retail listing to partner with Superdrug for the first time and bring its customers trending beauty favourites faster than ever before.

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