Exclusive: The cosmetic brand known for selling products door-to-door through sales reps, said it is eyeing more franchise stores and expanding its physical retail partnership with Superdrug in the UK.

Avon sign

Source: Avon

Avon to move away from door-to-door selling since launching over 137 years ago

Speaking to Retail Week, Avon global chief executive, Kristof Neirynck said it is looking to expand its standalone stores in the UK that are run by Avon sales representatives on a franchise model.

This marks a significant change in the retailer’s brand strategy as it moves away from the door-to-door personal selling model it took on when it first launched over 137 years ago.

The cosmetic brand has also expanded its partnership with Superdrug in the UK and will be available in 650 out of 830 Superdrug stores by the end of the year.

The retailer first announced its tie-up with the high street giant in November last year when it said it would enter 100 Superdrug stores and open two Avon franchise stores in Northern UK. 

Neirynck said Avon will be available in 2,300 physical stores across the globe before the end of 2024 as part of a strategy reshuffle for the brand. 

“We did a Superdrug trial in 100 stores when we launched about a year ago, but then very rapidly, based on sales performance, they rolled us out in 600, and by the end of the year in 650 stores.” 

Neirynck added: “By the end of this year, we’ll be in 2,300 locations and that’s worldwide, with what I would call third-party retailers. So that’s drugstores, beauty specialists, those kind of stores.”