True Spirit is sold in 635 of the company's 705 stores and was Superdrug's first foray into fashion. Growth this year will be achieved through increased space in store and bigger ranges, with the focus on more fashion-led jewellery rather than core lines. Price points will remain the same, with earrings from 99p.
In March, Superdrug will unveil four home collections, which will be sold in 468 stores: Cool Kitchen - retro-inspired kitchen accessories in ice-cream shades; Finishing Touches - soft furnishings, dark wood vases and bowls; Messy Cow - storage solutions for the 'udderly organised'; and NiceOut? - garden and patio accessories.
Superdrug managing director Euan Sutherland said: 'Customers are at home buying the latest trends at Superdrug prices and that's why we're extending our fashion and homewares ranges.'
In September, the retailer also launched True Spirit fashion accessories, belts, bags, scarves and hats in 70 stores.
No comments yet