The British beauty retail scene has been growing at an unstoppable pace in recent times. From the re-entry of Sephora into the region to the expansions of big names including SpaceNK and the arrival of several temporary pop-up shops, British beauty consumers have not had to look far for the latest inviting addition to the £39.4 billion British beauty market.
Superdrug, an eager contender in the British beauty battle, has been a strong consumer favorite since it was founded in 1964. With a 93% brand awareness level and over 830 stores currently in the UK, the retailer is a household name and intends to remain one for decades to come. In celebration of its 60th birthday, Superdrug recently announced an investment in its brick-and-mortar stores, with plans to open 25 new shops, extend seven existing stores, and refit a further 60.
The plan has already begun to roll out, with Superdrug's Craigavon, Northern Ireland store being expanded to double its size, now standing at 5,800 square feet, as well as an extension in England's Lakeside Thurrock store, which is now 7,669 square feet. The expansion plans will create over 500 new jobs nationwide, and will see three of Superdrug's largest-ever locations opened in Cardiff, Westfield Stratford City, and Bluewater Shopping Centre.
The Cardiff store will be 11,300 square feet and contain a treatment studio. Customers will be offered makeup services, among other beauty appointments, including eyebrow waxing and threading. The store will also contain a piercing station. The Westfield Stratford City store will follow closely behind, sized at 9,892 square feet, and is set to open in the summer.
Superdrug's investment in its brick-and-mortar stores is a move to modernize the business. “We've changed a lot in the 60 years since the first Superdrug store opened in Putney high street, but we remain as committed as ever to providing a seamless shopping experience for our customers, offering the very best in accessible health and beauty,” says Niven Duxbury, Superdrug’s Property Director. “This investment into bricks-and-mortar means we can grow our footprint in key locations and highlights our ongoing commitment to high streets and retail shopping destinations, which are an integral part of local communities and the economy.”
The news comes after several commitments from Superdrug in the effort to engage existing consumers and entice new ones. These include making its online site more accessible for neurodiverse customers, as well as freezing prices on own-brand items to help with the rising cost of living prices.
The business has seen a successful few years in terms of figures. Last year it was reported that Superdrug's pre-tax profits drastically increased from £45 million in 2021 to £78 million in 2022, a rise of almost 72%. The retailer attributed this growth to increasing store footfall in city centers, a likely reasoning for the upcoming focus on store openings in big cities such as Cardiff.
Superdrug's biggest competitor, Boots, has also experienced change in its retail offerings over the past year. Shortly after the closure of 300 Boots stores to "optimize current locations," the retailer opened Boots Beauty at Battersea Power Station, an 11,200-square-foot beauty playground with over 250 cosmetic, skincare, and haircare brands.
Most recently, rumors began circulating that the Walgreens Boots Alliance, which owns Boots, is reaching out to potential buyers for a sale worth £7 billion. A change in owners would bring new opportunities for Boots, and while the sale is currently uncertain, it would likely heat up the competition even more among British beauty retailers including Superdrug.
Aside from increasing competition among beauty retailers, Superdrug’s 60th birthday celebrations are sure to expand consumer choice, while opening new employment doors, helping to grow the British economy.
