Jo Malone London has announced plans to expand its retail presence beyond London, aiming to open at least a dozen new stores in market towns over the next two years.
- The fragrance company seeks to increase its store count from 37 to 45 by mid-2025, with a target of reaching 51 stores by 2026.
- Targeted towns for new store locations include Wilmslow, Farnham, Market Harborough, Leamington Spa, and Chichester, highlighting a strategic focus on local markets.
- According to Jo Dancey, physical retail is experiencing a resurgence, and the brand is leveraging this by investing in areas lacking other retailers.
- Economic conditions and holiday shopping trends are impacting store openings, with a noted increase in consumer activity just before Christmas.
Jo Malone London is making significant moves to enhance its retail footprint by focusing on opening new stores in various market towns outside London. This strategic decision underscores the brand’s commitment to expanding its physical retail presence, despite the prevailing digital shopping trends.
By the middle of 2025, Jo Malone aims to have increased its store numbers from 37 to 45, with plans to reach 51 locations by the following year. This expansion illustrates the brand’s confidence in the enduring appeal of in-person shopping experiences.
Targeted market towns such as Wilmslow, Farnham, Market Harborough, Leamington Spa, and Chichester have been specifically chosen for their potential to attract local consumer bases. These areas offer opportunities for growth in locations that may not have high competition from other retailers, aligning with Jo Malone’s strategy to tap into more localized consumer behavior.
Jo Dancey, the senior vice-president and global general manager, emphasized this investment approach during an interview. She stated, “We are committed to physical investment. There was a level of pause though Covid… [but] we always believed [physical retail] was coming back, and now we’re full force into the investment.” This statement reflects the company’s focus on areas poised for growth post-pandemic.
Additionally, trading conditions and patterns indicate increasing consumer spending, particularly in the weeks leading up to Christmas. Dancey noted a pick-up in trading, a crucial factor that likely influences the timing of these new store openings. This observation on holiday shopping behaviors suggests a growing consumer interest in physical retail purchases, a trend Jo Malone is keen to capitalize on.
Jo Malone’s expansion beyond London reflects a strategic commitment to enhancing its market presence through targeted physical retail investments.
