After success with its concept store launched in October 2006 in Uxbridge, UK, British high street retailer Superdrug has plans to open ten more of the so-called next generation stores in 2007 and a further 150 in 2008.
Nigel Duxbury, property director, AS Watson UK, explained: “We had to break the mould. Our new focus is beauty as fashion. Our aim is to offer everything you would find in your handbag plus the handbag!”
The image of Superdrug was thought to be confusing for both consumers and staff, with a wide variety of household and personal care products on offer. Refocusing the brand has meant a revamp of the logo, store interior and trained beauty staff. As part of the new look it has signed a distribution deal with Playboy Beauty (High Maintenance) to enter up to 500 stores in 2007.
The store is also taking part in a number of promotional activities, such as the launch of 20 in-store mole clinics during the summer months and a campaign for the government to cut VAT from sun care products.