The UK-based health and beauty retailer Superdrug, owned by AS Watson, is significantly investing in brick-and-mortar locations and plans to have opened 25 new stores by the end of 2024, coinciding with its 60th anniversary on the British high street. The company is emphasizing the in-store shopping experience by increasing the size and improving the format of its stores in prime retail destinations, which is expected to create 500 new jobs in the UK. This move is part of Superdrug’s O+O (Online + Offline) strategy.
Nigel Duxbury, Superdrug’s property director, commented on this decision, stating, “This investment into bricks-and-mortar means we can grow our footprint in key locations and highlights our ongoing commitment to high streets and retail shopping destinations, which are an integral part of local communities and economy.” He also mentioned that 2024 will see some of the largest-ever Superdrug stores opening, providing space for new and exciting services and a wider range of health and beauty products.
Superdrug has reported strong sales in recent years, with total sales up by 9.2% during the Christmas trading period in 2023, and like-for-like sales up 7.1%. This year, it has doubled the footprint of its Craigavon store in Northern Ireland and extended its Lakeside Thurrock store, where it also introduced a new fragrance counter and nurse services. New locations are set to open at St David’s in Cardiff, Bluewater Shopping Centre in Kent, and Westfield Stratford City in London.
The Cardiff store, one of the first Beauty Studio concept stores, will expand to an 11,300 square feet space and feature a new treatment studio offering makeup services, beauty treatments, and piercings. The Westfield Stratford City store has doubled in size to 9,892 square feet, making it one of the retailer’s largest UK stores. This store includes a new fragrance counter and a doubled-size Beauty Studio offering professional treatments such as eyebrow, lash, nail, and piercing services without appointments. The store will also feature Superdrug’s own-brand cosmetics and popular brands like Relove by Revolution, MUA, Morphe 2, and Avon.
In addition to opening new stores, Superdrug will be extending seven existing stores and refitting 60 of them with a sustainable focus. These refurbishments include new shop fronts, recyclable signage, improved flooring and ceiling tiles made from bio-soluble mineral wool, clay, and starch, energy-efficient LED lighting, new floor layouts, and upgraded fascia and internal signage.
Superdrug’s efforts are part of a broader trend in the UK’s competitive physical retail environment for beauty. Lookfantastic, owned by THG Beauty, is opening its first concept store in Altrincham, Cheshire, in September. Boots, another major player, announced plans to add 25 new beauty brands by the end of the summer and has already revamped over 170 stores, with further expansions planned for another 30 beauty halls.
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