Jo Malone London is embarking on a significant expansion by opening at least a dozen new stores across the UK outside of London over the next few years.
- The fragrance brand aims to increase its store portfolio from 37 to 45 by mid-2025, with plans to reach 51 locations by 2026.
- The targeted locations for new stores include market towns like Wilmslow, Farnham, and Chichester.
- Jo Malone’s expansion is a response to changing consumer habits and a belief in the revival of physical retail.
- The company notes increased trading activity during the pre-Christmas period, signalling robust consumer interest.
Jo Malone London has announced plans to expand its presence in the UK by opening at least twelve new stores beyond London in the coming years. The strategy reflects a commitment to enhance its physical retail footprint as consumer shopping habits evolve.
By mid-2025, Jo Malone intends to grow its current portfolio of 37 stores to 45, and further expand to 51 outlets by the following year. This ambitious plan involves establishing new locations in market towns such as Wilmslow, Farnham, Market Harborough, Leamington Spa, and Chichester. These areas have been selected due to their strategic market potential and lack of similar retail offerings.
Jo Dancey, the senior vice-president and global general manager of Jo Malone, emphasised the brand’s dedication to physical retail investment, acknowledging a pause during the COVID-19 pandemic, but expressing confidence in the sector’s recovery. ‘We always believed physical retail was coming back, and now we’re full force into the investment,’ Dancey stated.
The expansion aligns with Jo Malone’s observation of a shift towards more localised shopping behaviours, which they aim to capitalise on by entering areas lacking high-end retail options. Dancey noted that trading significantly improved in the weeks leading to Christmas, as consumers delayed their shopping until the last minute, reflecting a strong market interest.
This expansion initiative by Jo Malone represents a strategic adaptation to current retail trends, leveraging their brand strength to tap into under-served markets across the UK.
Jo Malone’s planned expansion signals strong confidence in the future of physical retail and adaptability to evolving consumer preferences.
