Avon, the global beauty powerhouse with a 137-year history, is set to make a significant foray into the world of brick-and-mortar retailing by opening its first stores in the UK. This strategic move is part of Avon’s broader global retail expansion initiative.
The company plans to launch the first tranche of beauty outlets in the UK within the next two months. These stores will operate under the Avon brand as franchises, managed by the company’s representatives. This development follows Avon’s successful collaboration with the Superdrug chain in September, where it introduced its beauty range into UK high-street shops for the first time.
Initially introduced across 100 Superdrug stores and the retailer’s website, Avon’s products will see further expansion into hundreds more stores starting from November 27th.
Avon, founded in 1886, has a rich history of selling products directly to consumers through a network of door-to-door representatives, providing women with opportunities to earn independent income. While it maintains a robust force of Avon representatives selling door-to-door, the company has adapted to changing consumer trends by increasingly embracing online and social media channels in recent years, especially during the pandemic.
The introduction of Avon stores in the UK marks a significant shift in the company’s business model, creating additional avenues for consumers to access its products. This move aligns with Avon’s global strategy, as it expands its physical retail presence in key international markets, including Brazil and South Africa, through representative-run franchise retail stores.
Avon pioneered the franchise store model nearly three years ago in Turkey, where it currently operates 63 outlets, achieving a doubling of sales growth in the region. Although specific locations for the UK stores have not been confirmed, indications suggest a focus on neighborhood communities rather than traditional high streets.
