Avon announced a new era for the 137-year-old company with the launch of its first-ever physical retail stores in the UK, scheduled to open in the coming months. The stores will offer approximately 150 products, with the full product portfolio available only through its independent distributors.
“We are on the cusp of new frontiers for Avon,” said Angela Cretu, Avon International Global Chief Executive. “It is an exciting new chapter. Women like to touch and experience the product and have that joy of seeing all the colors available.”
Locations for the stores have not been announced, but preliminary details suggest the stores will be located within neighborhoods, rather than “high street” locations.
The company has already tested this method in Turkey, where it opened 63 Avon-branded stores, and saw sales growth double as a result.
“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,” Cretu said. “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 launch is an expansion of its recently-announced partnership with UK store Superdrug that will stock Avon products in 100 of the chain’s retail outlets and online.