Beauty Company Avon to Open First UK stores in Its 137-Year History

Avon, the sweetness firm well-known for constructing a world enterprise by making house-to-house visits, is to open its first bodily UK shops in its 137-year historical past.

The corporate, identified for its “ding dong! Avon calling” slogan utilized in its adverts and by doorstep gross sales representatives, has needed to strategically rethink its enterprise mannequin after its 5 million reps needed to cease making Avon home calls throughout the Covid pandemic.

The corporate stated it could open its first shops within the UK underneath the Avon model within the subsequent two months, with its gross sales representatives working the “mini magnificence boutiques” as franchisees.

“We’re on the cusp of latest frontiers for Avon,” stated the Avon Worldwide world chief government, Angela Cretu. “It’s an thrilling new chapter. Girls like to the touch and expertise the product and have that pleasure of seeing all the colors accessible.”

The shops will characteristic about 150 merchandise, and the total vary shall be accessible solely by means of its gross sales representatives.

The corporate has run a profitable retailer programme in Turkey for the previous three years, the place it has 63 branded shops and says gross sales development within the nation has doubled.

Cretu stated the transfer into bricks-and-mortar gross sales was partly as a result of 80 % of magnificence purchases have been made by means of retail.

Avon didn’t title the places or the variety of shops being opened within the preliminary launch section, however stated it could goal “neighbourhood communities” and never the standard excessive avenue places.

“Many purchasers go to the shops for a possibility to strive lots of the merchandise, or just to get pleasure from a pamper expertise with a magnificence adviser,” Cretu stated. “We wish to be as inclusive as doable. We wish to give ladies the chance to open a enterprise, particularly in areas the place it isn’t really easy for them to launch a startup.”

Avon has expanded its partnership with Superdrug after a deal in September to begin stocking its merchandise in 100 shops in addition to promote on-line.

From Nov. 27, the partnership shall be expanded to a whole bunch extra shops with plans to finally make Avon merchandise accessible by means of Superdrug’s total chain of just about 800 shops.

“Girls stayed at residence up to now, however now they’re going out to work and we now have to observe them wherever they spend their time and make the service as handy as doable,” Cretu stated.

Lately, Avon has elevated its give attention to promoting on-line and thru social media, equivalent to through Fb Dwell, a method that was accelerated throughout the pandemic.

Enchantment to millennials involved in regards to the environmental and social credentials of a model has been elevated by Avon’s acquisition in 2019 by Natura, the Brazilian magnificence group that additionally owns the UK’s Physique Store and Australia’s Aesop, and which has signed up Avon to a bunch of environmental and social commitments.

Avon was based in New York in 1886 by a travelling ebook salesman, David H McConnell.

This text was written by Mark Sweney from The Guardian and was legally licensed by means of the DiveMarketplace by Business Dive. Please direct all licensing inquiries to legal@industrydive.com.

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