Avon expands its UK presence by considering more franchise stores and enhancing its partnership with Superdrug.
- The company’s strategy shift includes standalone shops run by sales representatives under a franchise model.
- Avon’s products are set to expand in Superdrug stores, targeting 650 outlets by the end of 2024.
- Globally, Avon aims to reach 2,300 physical stores, diversifying its retail channels.
- Angela Cretu highlights that the move into physical retail marks a significant shift post-COVID.
Avon is currently evaluating a strategy to increase its franchise stores across the UK. This move aims to empower sales representatives to manage standalone shops, effectively expanding Avon’s physical retail footprint.
In a significant enhancement of its existing partnership, Avon has announced plans to broaden its product availability within Superdrug. By the end of 2024, Avon’s products will be present in 650 of Superdrug’s 830 locations in the UK. This decision follows a successful trial in 100 stores, which rapidly led to expansion.
On a global scale, Avon is pursuing a broader retail strategy, aiming to be present in 2,300 physical locations by the end of the year. This includes collaborations with drugstores and beauty specialists, allowing the brand to reach wider audiences through third-party retailers.
Angela Cretu, Avon’s International CEO, noted that the company’s shift to physical retail in the UK is an exciting development. This strategic adjustment was necessary after the COVID-19 pandemic impacted traditional door-to-door sales, prompting Avon to reconsider its market approach.
Avon’s strategic expansion into franchise and retail partnerships indicates a significant transformation in its business approach.
