Avon is strategically broadening its presence in the UK retail sector.
- The company plans to open more franchise stores run by sales representatives.
- Avon is expanding its distribution agreement with Superdrug to cover more locations.
- By year-end, Avon products will be available in over 2,300 global outlets.
- This move is part of Avon’s shift to in-store retail post-Covid restrictions.
Avon, the well-known cosmetics company, is making significant strides in its retail strategy across the UK. The company intends to enhance its market presence by opening more franchise stores operated by its sales representatives under a new franchise model. This initiative marks Avon’s commitment to expanding its physical footprint in the retail sector.
Further strengthening its retail approach, Avon has decided to widen its partnership with Superdrug, a leading UK health and beauty retailer. By the end of 2024, Avon’s products are expected to be available in 650 out of Superdrug’s 830 stores. This expansion is a testament to the brand’s continuous efforts to make its products more accessible to customers across the UK.
In addition to the UK, Avon’s global distribution network is set for a substantial expansion. Kristof Neirynck, Avon’s global chief executive, revealed that the brand’s products would be available in 2,300 physical stores worldwide by the end of the year. This increase in availability is a strategic move aimed at bolstering Avon’s global presence and reach.
The push towards physical retail outlets is a significant pivot for Avon, especially after its sales force faced challenges during the Covid-19 lockdowns when door-to-door sales were restricted. Angela Cretu, Avon International’s global chief executive, described the move into UK physical retail as an exciting chapter for Avon, highlighting the company’s adaptability and forward-thinking approach to overcoming hurdles posed by the pandemic.
Avon’s expansion into franchise stores and its strengthened partnership with Superdrug marks a pivotal moment in its retail strategy, ensuring broader product accessibility and enhancing global presence.
