Cosmetics company Avon is set to open its first shops in the UK in its 137-year history.
The beauty company is known for being a global business whose sales representatives make house-to-house visits, but this strategy was reviewed during the pandemic when reps had to stop making house calls.
The company, which was established in 1884 in the US, moved its headquarters to the UK in 2016. It plans to open its first Avon stores in the UK in the next two months.
Sales representatives will run “mini beauty boutiques” as franchisees in stores selling around 150 products.
It is not yet known where the locations of the new Avon stores will be, but the company said it would target “neighbourhood communities” rather than high-street locations.
New frontiers
Angela Cretu, Avon International global chief executive, said the opening of physical stores was partly due to the fact that 80% of beauty purchases are made through retail outlets.
“We are on the cusp of new frontiers for Avon,” Cretu said.
“It is an exciting new chapter. Women like to touch and experience the product and have that joy of seeing all the colours available.
“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 start-up.”
In addition to the UK, Avon will launch outlets in Brazil and South Africa. It already has 63 stores in Turkey where it says sales growth has “doubled”.
Avon, which is owned by Natura & Co, has also expanded its partnership with Superdrug following a deal in September which means more than 150 of its products will be available online and in store.
From November 27, the tie-up will expand to hundreds more Superdrug stores across the UK.
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