Superdrug provides premium perfume, magnificence manufacturers to retail providing

The A.S Watson-owned 800+-store chain had this summer season bolstered its perfume vary with six new premium perfume manufacturers – YSL, Viktor & Rolf, Prada, Giorgio Armani, Valentino and Narciso Rodriquez – taking its whole perfume inventory to 54 manufacturers.  Luxurious cosmetics model City Decay had additionally joined its secure of cosmetics manufacturers that now stood at 29.

Superdrug stated the acquisition of those seven premium manufacturers was a response to “the shifting retail panorama”​ and will supply its prospects “magnificence selections for each price range”.

‘The appropriate mixture’

We’re extremely excited in regards to the new acquisitions,” ​stated Superdrug buying and selling director Megan Potter.

 “As an accessible retailer, providing our prospects the appropriate mixture of worth and high quality is essential for us, and we’re delighted to have the ability to supply our prospects a full buying expertise that aligns with their needs and wishes. Whether or not they’re in search of premium, own-brand or moral magnificence, now we have one thing for everybody,” ​Potter stated.

The brand new fragrances will vary in value from £49 (€58) to £83 (€98).

Superdrug stated all of the premium additions can be supported with genderless in-store fixtures and “extremely educated specialists to encourage and educate prospects, offering a seamless luxurious expertise”.

The skilled view – premium’s place on the magnificence desk

The transfer comes amid the continued social and financial fall-out from the COVID-19 pandemic.

These elements, nonetheless, had indirectly affected Superdrug’s efficiency, with perfume and cosmetics gross sales rising 39% within the 12 months to July 2022, pushed by the pandemic ending plus a robust on-line efficiency.

Leave a Comment