The Body Shop is actively rebuilding its presence across various markets, focusing on Spain and Portugal after international closures.
- CEO Charles Denton highlighted a “market by market” revival, underscoring renewed efforts in ethical beauty.
- A network of 72 stores in Spain and neighbouring regions bolsters this comeback strategy.
- Key figures Veneta Petkova and Diego Ortiz de Zevallos lead operations in the Iberian Peninsula.
- Recent ownership changes prompted strategic restructuring, followed by bankruptcy in several European regions.
In a concerted effort to revitalise its brand, The Body Shop is focusing on re-establishing its market presence one country at a time, chiefly in Spain and Portugal, following extensive international closures. CEO Charles Denton emphasised this meticulous approach through a statement on LinkedIn, wherein he articulated, “We’re on our way back, market by market, product by product, customer by customer,” signifying a comprehensive strategy encompassing all facets of operations.
This calculated progression is driven by a significant network of 72 stores strategically located across the Iberian Peninsula, with 48 outlets positioned within Spain and the remaining spread across neighbouring territories. Such a distribution network is pivotal to The Body Shop’s comeback strategy, ensuring accessibility and continued market penetration.
The Company’s operations in the Iberian Peninsula are spearheaded by Veneta Petkova and Diego Ortiz de Zevallos. Petkova, overseeing various regions including Bulgaria, Kosovo, North Macedonia, and Albania, is joined by Ortiz de Zevallos, previously the general manager for the company’s Spanish operations. Their leadership is crucial in aligning the brand’s endeavour towards ethical beauty and market sustainability.
Following its acquisition by private equity firm Aurelius, The Body Shop experienced significant ownership and operational changes. Shortly after selling its business interests in much of mainland Europe and parts of Asia to an international family office, several branches across Belgium, Austria, Germany, and Luxembourg were compelled to file for bankruptcy. This restructuring phase indicates an overarching strategy to streamline and fortify business operations amidst challenging economic conditions.
The Body Shop’s strategic focus on market-specific revival indicates a robust plan for sustainable growth and recovery.
