Global beauty giant Avon is making a significant push into brick-and-mortar retailing by opening its first stores in Britain.
Within the next two months, the group plans to open a first wave of beauty stores in the UK. These stores will be franchised by its representatives and operated under the Avon brand.
Avon, founded in 1886, is reintroducing brick-and-mortar retailing, marking a significant shift in its business model. This firm has provided women with a means of generating independent income by having its representatives go door-to-door and sell products directly into homes. Initially selling products through door-to-door representatives, the company has now shifted towards online and social media platforms.
After partnering with the beauty and pharmacy chain in September, Avon is expanding its beauty line even further across the Superdrug network. This marks the first time that Avon products are available for purchase in high-street stores in the United Kingdom.
Avon, which debuted on the retailer's website and in 100 Superdrug stores at first, will start offering its products in hundreds more locations on November 27. There are also plans to expand throughout the entire Superdrug chain.
Avon International is expanding its physical retailing presence by opening franchise stores in key international markets, including Brazil and South Africa. The Global Chief Executive of Avon, Angela Cretu reported doubled sales growth in Turkey, marking a new frontier for the company.
Avon is expanding into physical stores to cater to 80 per cent of beauty purchases, focusing on women's enjoyment of touch and experience. It also takes into account the shifts in its customer base that have occurred since Avon's founding 137 years ago. Women are increasingly working from home, necessitating convenient services. Initially, UK retail stores aim to become mini beauty boutiques.
The pilot in Turkey has shown that stores targeting neighborhood communities, rather than high streets, have significantly boosted their businesses, without stealing from local representatives. The group plans to open 150 stores with representatives offering a full range of products and beauty advice. They are also providing training for representatives to launch retail franchises and provide the necessary technology, aiming to empower women in challenging start-up areas.
