The Perfume Shop to roll out shop-in-shop concept nationwide
Additional 50 ‘The Perfume Shop @ Superdrug’ stores to follow in 2011
After a trial run of 11 shop-in-shop concept stores last year, The Perfume Shop is to launch another 50 of its ‘The Perfume Shop @ Superdrug’ retail formats this year. Both chains are owned by AS Watson.
Jo Walker, managing director of The Perfume Shop, announced to press yesterday that the format had received such good feedback during the trial run that the group has evolved and expanded the concept for this year. She commented: “There are greater refinements planned such as more breaks in the counter space to allow for greater accessibility, which is what we are all about at The Perfume Shop. There will also be extra space available for special promotions and launches which really gives the opportunity to showcase new things. And as ever our staff are extremely knowledgeable about their subject matter in order to give customers all the information they could require.
“We are also finding that the dwell time is longer in these stores as people take more time to browse. Because these formats target customers who aren’t just looking for perfume we are appealing to a new type of consumer, those who pop into Superdrug for cosmetics or baby wipes and then come across our shop-in-shop while there so this is really beneficial for us.”
The 50 new stores will be additional to the existing 11 trial ones, making 61 in total by the end of this year.
