Avon is taking significant steps to expand its retail presence in the UK through franchise stores and partnerships.
- The beauty company plans to grow its network of standalone shops operated by sales representatives as franchises.
- Avon’s collaboration with Superdrug will see its products in 650 out of 830 stores by the end of 2024.
- A global strategy reshuffle aims to make Avon products available in 2,300 physical stores worldwide by year’s end.
- Avon’s move into physical retail was influenced by shifts in selling methods during the Covid-19 pandemic.
Avon aims to strengthen its retail footprint by considering the introduction of more franchise stores across the UK. This approach involves empowering its sales representatives to manage these standalone outlets under a franchise model, thus fostering entrepreneurship and potentially enhancing brand penetration in local markets.
Furthermore, the company’s alliance with Superdrug marks a considerable expansion. Initially trialled in 100 stores, Avon’s successful performance led to a swift increase to 600 stores. By the close of 2024, Avon products are expected in 650 Superdrug locations, underscoring the popularity and demand for its offerings within the UK beauty sector.
Globally, Avon plans to ensure its presence in 2,300 physical locations with partnerships involving third-party retailers such as drugstores and beauty specialists. This global strategy shift, articulated by Chief Executive Kristof Neirynck, highlights Avon’s ambition to capture a larger share of the beauty market by extending its reach through collaborations with well-established retail entities.
The strategic decision to enter physical retail stemmed from the challenges posed by the Covid-19 pandemic. As traditional door-to-door sales waned, Avon recognised the opportunity to pivot towards physical stores, marking a new chapter in its retail strategy. According to Angela Cretu, the brand views this transition as essential for maintaining engagement with its customer base while adapting to market needs.
Avon’s strategic retail expansion underscores their adaptability and commitment to growth amidst evolving market dynamics.
