Avon is contemplating expanding its franchise model for standalone shops in the UK, increasing its collaboration with Superdrug.
- Avon plans to broaden its presence in Superdrug stores across the UK, aiming for distribution in 650 of its 830 outlets by late 2024.
- This strategic move follows a successful initial trial in 100 Superdrug stores, swiftly expanding due to positive sales figures.
- Globally, Avon intends to have its products in 2,300 physical locations by the end of the year, under a revamped distribution strategy.
- The shift to physical retailing in the UK marks a significant evolution for Avon, prompted in part by the changes brought about by the COVID-19 pandemic.
Avon, a renowned name in the cosmetics industry, is exploring the expansion of its franchise model across the UK. This initiative seeks to establish standalone stores run by its sales representatives, offering a new dimension to its retail strategy. By partnering with Superdrug, Avon aims to enhance its accessibility to consumers, reinforcing its market position.
The initiative to broaden Avon’s presence in Superdrug stores began with an experimental launch in 100 locations. This experiment, driven by promising sales, has prompted a rapid rollout, with products expected to be available in 650 of the total 830 Superdrug outlets by the end of 2024. This expansion signifies a robust approach to capturing a larger market share within the UK.
Avon’s ambitious plan is part of a broader strategy to have its products accessible in 2,300 stores globally by the year-end. This strategy reflects a substantial shift in distribution, focusing on third-party retailers such as drugstores and beauty specialists. Kristof Neirynck, Avon’s global chief executive, regards this as a pivotal moment for the brand as it adapts its business model to changing market dynamics.
The move to embrace physical retail through franchise stores in the UK represents a strategic evolution following disruptions caused by the COVID-19 pandemic. Angela Cretu, Avon’s global chief executive at the time, described this transition as a ‘new chapter’ for Avon, marking a departure from its traditional door-to-door selling methods.
Avon’s strategic expansion into physical retail through franchise stores and Superdrug partnerships marks a significant shift in its business model, adapting to modern retail landscapes.
