Avon’s chief marketing officer has said the beauty brand has a goal for the number of global stores it plans to sell in this year, Retail Week can reveal.
It already has products in 2,300 stores globally through its partnerships with retailers such as Superdrug in the UK, but it is aiming to expand its physical presence.
Avon chief marketing officer Ozlem Citci told Retail Week: “Avon is actually available in 2,300 stores through retail partners, as well as online through our site, marketplaces and retail websites.
“By the end of 2025 our goal is to be in 2,500 stores with our retail partners.”
Citci added that the group’s omnichannel strategy is paying off, as in the past year, it has accelerated its roll out to physical stores.
As part of its recent revamp to modernise the brand, Citci said Avon products are now available in hundreds of stores across countries such as Poland, the Philippines, Turkey, South Africa and the UK.
She explained that the franchise model, which are stores run by Avon representatives, is growing steadily but that the group is being “very selective”.
“We now have three (Avon rep-led) stores in the UK, three in Romania and two in South Africa,” Citci said
“We do have plans to expand further, but very selectively. These are concept stores where our full range is available through our representatives who really know about products.”
No comments yet