E Point Perfect

Superdrug expands beauty offering by signing new brands


// Superdrug expands beauty offering by adding new brands
// The expansion takes Superdrug’s total fragrance and beauty portfolio to 54 and 29 respectively

Superdrug has expanded its beauty offering by adding seven new brands to its portfolio.

The addition of YSL, Viktor & Rolf, Prada, Giorgio Armani, Valentino and Narciso Rodriquez fragrance brands along with Urban Decay “demonstrates Superdrug’s response to the shifting retail landscape, offering its customers beauty choices for every budget”.

The expansion takes Superdrug’s total fragrance and beauty portfolio to 54 and 29 respectively, with more beauty brands set to be added throughout the year.

READ MORE: Superdrug signs over 200 brands to upcoming Marketplace

Superdrug said it has grown its fragrance and cosmetics sales by 39% year-on-year.

Trading director, Megan Potter said: “We’re incredibly excited about the new acquisitions. As an accessible retailer, offering our customers the right combination of value and quality is crucial for us, and we are delighted to be able to offer our customers a full shopping experience that aligns with their wants and needs.

“Whether they are looking for premium, own brand or ethical beauty, we have something for everyone.”

The new category offerings will be supported with genderless in-store fixtures and all Superdrug stores carrying the new premium brands will feature a team of experts to educate customers.

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