signs 50 new brands to compete with pure play beauty retailers

According to the retailer, customers will have access to more than 1,300 new product lines via the site has strengthened its position as a go-to beauty retailer in the UK by inking deals with 50 new beauty brands.

Joining the retailer’s beauty offering are product lines from Elemis, Ren Skincare, Cowshed, This Works and Iconic London, as well as Montblanc and Coach in the fragrance category.

According to the brand, its beauty and fragrance sales have increased by almost 80% in the last four years.

”Our unique position of great brands and flexible ways to pay helps customers to trade up online,” said Jeremy Stevens, Category Director, Developing Categories at The Very Group.

“This creates a real growth opportunity for the beauty market online by opening up a whole new customer base for our brand partners.

“We're seeing a fantastic response to the beauty and fragrance brands that have already launched on but we know our customers and broader target market want even better access to premium beauty brands.”

Across the 50 new brands, customers will have access to 1,320 new product lines.

Speaking to Cosmetics Business last year Gemma Lord, Beauty and Fragrance Category Manager at Shop Direct, which operates online retailer, said the retailer would be looking to broaden its beauty offering to serve a wider customer base.

“We believe there’s an untapped opportunity for more premium beauty brands amongst our unique customer base, who can sometimes find it difficult to access all the brands they want,” she said.

“We know we can bring incremental value to well-established brands, but we’re also looking to support new brands for which a digital retail partner could help to drive growth.”

Read the exclusive interview with Gemma Lord via the link below:

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