Avon To Open First UK Store

Avon, a name long associated with beauty and direct sales, is reinventing its retail approach in the UK. In an unprecedented move, Avon has partnered with Superdrug to sell its products in high street shops, marking the first time in the company's history that its products will be available in physical retail locations in the UK​​.

This new venture involves more than 100 Superdrug stores across the UK, showcasing over 150 Avon products. This range includes everything from serums and foundations to lip oils and moisturisers, making Avon's extensive product line more accessible to a wider audience​​​​.

Angela Cretu, Avon's chief executive, emphasizes the strategic importance of this alliance with Superdrug. It represents a significant step in Avon's journey to expand its customer reach and adapt to changing shopping preferences. This partnership aligns with Avon's goal to become a truly omnichannel beauty company, following its acquisition by Brazilian beauty giant Natura in 2019​​​​.

“We are on the cusp of new frontiers for Avon,” said the Avon International global chief executive, Angela Cretu. “It is an exciting new chapter. Women like to touch and experience the product and have that joy of seeing all the colours available.”

Simon Comins, Superdrug's chief commercial officer, expresses excitement about introducing Avon's popular products to Superdrug's customers. Recognizing Avon's 137-year legacy in the beauty industry, Superdrug takes pride in being Avon's first and exclusive retail partner in the UK. This collaboration is seen as an opportunity to continue offering high-quality brands at exceptional value​​.

Avon's foray into high street retail with Superdrug marks a significant shift from its traditional sales model, positioning the brand to cater to modern consumer behaviors and preferences. This bold move underscores Avon's commitment to innovation and customer accessibility, ushering in a new era for the company in the UK market.