Avon Breaks Ground with Launch of Physical Stores in the UK

In a groundbreaking move, Avon, the venerable 137-year-old beauty company, has announced the imminent launch of its inaugural physical retail stores in the United Kingdom. Set to open their doors in the upcoming months, these stores are poised to redefine the company’s longstanding presence in the beauty industry. Approximately 150 carefully curated products will be available at these locations, with the complete product portfolio exclusively accessible through Avon’s network of independent distributors.

Angela Cretu, Avon International Global Chief Executive, expressed her enthusiasm for this new phase in the company’s evolution, stating, “We are on the cusp of new frontiers for Avon. It is an exciting new chapter. Women like to touch and experience the product and have that joy of seeing all the colors available.”

While specific store locations are yet to be disclosed, initial indications suggest a departure from traditional “high street” locales, with a focus on integrating stores within local neighborhoods. Avon has successfully experimented with this approach in Turkey, where the introduction of 63 Avon-branded stores resulted in a notable doubling of sales.

Cretu elaborated on the strategy, explaining, “Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser. We want to be as inclusive as possible. We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a startup.”

This move follows Avon’s recent collaboration with the UK retail giant Superdrug, solidifying its retail presence by featuring Avon products in 100 of the chain’s physical stores and online outlets.

Avon’s foray into physical retail stores marks a strategic step to enhance customer engagement, foster entrepreneurship, and bring the brand closer to consumers in a tangible, experiential manner.