In a historic move, beauty industry powerhouse Avon is poised to make its mark with the opening of physical stores in the UK, a departure from its traditional direct-selling model. After 137 years of operating in the market, Avon is adapting to evolving consumer preferences by introducing brick-and-mortar retail experiences.
The inaugural Avon stores are set to launch within the next two months, signaling a strategic shift for the brand. While details about the exact number and locations of these stores remain undisclosed, Avon’s Global CEO, Angels Cretu, has indicated a focus on «neighbourhood communities» rather than high streets. The stores are anticipated to be compact, featuring around 150 items, with full product offerings accessible through Avon’s network of sales representatives, who will operate the stores as franchisees.
This move aligns with industry trends, as a significant portion of beauty sales—approximately 80%—occurs in physical stores. Avon’s strategic evolution from its traditional direct-selling approach to an online model laid the groundwork for this expansion into brick-and-mortar retail.
Simultaneously, Avon’s collaboration with Superdrug, initiated in September with a 100-store and online partnership, is set to broaden its reach. Beginning this month, Avon products will be available in hundreds of Superdrug stores, with plans for a comprehensive rollout across all 800 stores in the Superdrug network.
Avon’s multifaceted strategy, combining physical retail presence with strategic partnerships, positions the brand for sustained success in the dynamic beauty and retail landscape. Stay tuned for updates on Avon’s ventures as it continues to adapt and innovate in response to changing consumer behaviors.
