High street beauty retailer Superdrug is launching a new platform that will enable hundreds of new brands to join the Superdrug assortment for the first time by removing the listing barriers for innovators in the market, helping to promote diversity within the industry. 

Customer, Marketing, and Online Director Matt Walburn, who is leading the development of Marketplace at Superdrug, commented, "The Superdrug marketplace will be a vital step for our business as we look to strengthen further our role in H&B retail and start to build into new associated categories. We've been looking at ways to bring innovative and growing brands into our business more quickly and in the appropriate way to test consumer reaction.” 

The platform is powered by Mirakl, a leading provider of marketplace solutions, and will be seamlessly integrated into the existing Superdrug.com, providing customers with a smooth journey for purchasing products from both established brands and exciting new sellers.

Walburn continued, "This is a crucial next step in bolstering our online and offline strategy; marketplace inventory will eventually be available to purchase virtually instore as well as online. This launch will make a listing with Superdrug now possible for more up and coming brands and give our customers a wider range to enjoy, from luxury to trending beauty and wellness hacks."

As part of the launch announcement, Superdrug is also calling on "forward-thinking" brands in beauty, health, and wellness to get in touch with the retailer to discuss a feature on the platform. Superdrug will also focus on brands that align with its customers' key values, with a particular focus on Black-owned brands, building on the brand's Shades of You commitment to diversity in retail in 2021. Brands are currently being recruited that will lead the Marketplace launch in September 2022. 

Superdrug has over 830 stores across the UK and Ireland, bringing accessible beauty and health to the high street and online.