Avon is mulling more franchise stores as it expands its physical retail partnership with Superdrug across the UK.
The cosmetics company’s global chief executive Kristof Neirynck said it was seeking to expand its standalone shops throughout the UK run by Avon sales representatives on a franchise model, Retail Week reported.
Additionally, Avon has expanded its tie-up with Superdrug in the UK, with its products set to be sold in 650 of 830 of its stores by the end of 2024.
Neirynck revealed the beauty brand would be available across 2,300 physical stores globally before the end of the year under a strategy reshuffle.
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He said: “We did a Superdrug trial in 100 stores when we launched about a year ago, but then very rapidly, based on sales performance, they rolled us out in 600, and by the end of the year in 650 stores.
“By the end of this year, we’ll be in 2,300 locations and that’s worldwide, with what I would call third-party retailers. So that’s drugstores, beauty specialists, those kind of stores.”
Avon revealed it would open its first physical stores across the UK in November last year, as it targetted bricks-and-mortar retail.
Speaking at the time, Avon International global chief executive Angela Cretu said the move into physical retail in the UK was “an exciting new chapter” for the brand, which had been forced to review its strategy when its reps were no longer able to do door-to-door selling during the Covid-19 lockdowns.
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