The Body Shop is actively working on a strategic comeback focusing on individual markets to revitalise its presence globally.
- Following multiple international closures, the company is now focusing on rebuilding its franchises in key markets, including Spain and Portugal.
- CEO Charles Denton is optimistic about the brand’s revival, emphasising a tailored approach to market recovery.
- The brand has sold its business in most of mainland Europe and parts of Asia, adapting its business model for sustainability.
- Key leadership figures, Veneta Petkova and Diego Ortiz de Zevallos, are steering the operations across the Iberian Peninsula.
The Body Shop, a renowned beauty retailer, is currently implementing a significant strategic initiative aimed at revitalising its market presence after several international closures. The focus is on rebuilding and expanding franchises in specific markets, notably in Spain and Portugal.
Charles Denton, the CEO of The Body Shop, expressed optimism regarding the company’s recovery plan. He highlighted a ‘market by market’ approach, stressing the importance of personalised strategies tailored to each region. Denton stated, ‘We’re on our way back, market by market, product by product, customer by customer.’ This indicates a detailed and focused recovery plan aiming for gradual but steady growth.
The company’s recovery efforts are especially concentrated in Spain and Portugal, where it currently operates 72 stores. Of these, 48 are in Spain, supported by a well-established distribution network across the continent.
A significant business restructuring took place earlier this year when The Body Shop sold its operations in most of mainland Europe and parts of Asia to an international family office. This move followed The Body Shop’s acquisition by the private equity firm Aurelius. The strategic divestment was part of a broader effort to streamline operations and focus on sustainable growth areas.
The leadership team overseeing this turnaround includes Veneta Petkova, master franchisee for Bulgaria, Kosovo, North Macedonia, and Albania, along with Diego Ortiz de Zevallos, the former general manager in Spain. They are tasked with spearheading the brand’s efforts across the Iberian Peninsula, ensuring that the recovery strategy aligns with local market nuances.
The Body Shop’s targeted approach to re-establish its brand reinforces its commitment to sustainable market growth.
