So what is happening in the UK beauty retail landscape? It has changed significantly over the past few years, with a shift in consumers shopping habits coupled with the cost-of-living crisis. Retailers have been reviewing their category mix, pricing, and brand portfolios, to gain a clearer understanding of what, where and how consumers are shopping.
Pre-Covid, the retail landscape was already challenged due to rising rates and rents, Covid accelerated this further, with major retailers disappearing from the UK high street altogether. It was a shock when the British born family retailer Debenhams shut their doors; followed by numerous others, leaving large department stores standing empty in key locations across major cities. They were bought out by Bohoo for £55 million in 2021, who acquired their website and customers, and they switched their focus to online, introducing numerous marketplaces for their fashion, homewares and beauty brands.
Earlier this year Boots, announced that they would be shutting 300 of their British stores over the coming year, despite a positive financial performance. This could be pre-empted by escalating costs, as well as a shift in sales between their online versus bricks and mortar stores. This statement comes as part of a bigger closure plan which will see Boots shrinking their store portfolio from 2,200 stores to 1,900. They still remain one of the largest retailers in the UK.
Popular retailer Marks and Spencer has announced plans they will close 20 stores, include stores in Birmingham, Leeds, Liverpool, Manchester, and Thurrock, ten of which will be relocated elsewhere before the end of this year. They have yet to reveal their full list of stores earmarked for closure as some are still subject to consultation. M&S has always had a strong own-label beauty range, including Apothecary which is performing exceptionally well. They have also invested in premium beauty brands, and introduced Clinique and Benefit counters to key stores.
M&S has also collaborated with beauty recycling expert Handle Recycling to introduce a ‘Beauty Takeback Scheme’ for recycling beauty packaging empties across 40 stores in the UK, allowing customers to deposit their hard-to-recycle beauty packaging materials and components that would otherwise end up in landfill. The collected empties are recycled and turned into new packaging and products.
Sainsbury’s has invested in their beauty category over the past few years, launching this specialised division in 2018, and their premium beauty offering is now available across 250 stores, with dedicated aisles, with wooden fixtures, soft lighting, and expert beauty teams to provide advice. They have also introduced the largest selection of serums in their serum bars, available across 106 of their stores.
Superdrug has been performing very well over the past year, they have unveiled their plans to invest in 25 new stores this year as they look to expand their bricks-and-mortar footprint, with their largest store opening in the Northwest at Manchester’s Trafford Centre this summer. This includes an extensive fragrance counter and Beauty Studio area, where customers can access “professional treatments at affordable prices”. The retailer has cut the price of their own sun care range across 41 sun care products, recognising this category as “a healthcare essential and not a beauty product. Superdrug launched a marketplace, to promote over 10 000 products, supporting indie beauty brands in launching into retail.
Beauty emporium Sephora has confirmed they will be opening a second store in the UK at Westfield Stratford City in London. Their second store is expected to open in November and follows the success of their return to the UK market, after acquiring FeelUnique, with the opening of their first Westfield London store in March, along with a dedicated e-commerce app in October.
There is a lot taking place in the UK across beauty retailers – in a positive way – leading to innovation and opportunities for brands. As a specialist beauty brand consultancy, working with an international client base, we are well versed in the retail landscape.
If you are looking for support with planning your Go-to-Market Strategy for the UK market, book in today for our strategy workshop, and let’s support you in moving forward. We also support our clients with identifying key locations for their new store openings, and in negotiating terms with landlords. If you are looking to open up stores in the UK, Get in Touch, we would love to hear from you.
We love partnering up with award-winning beauty and wellness brands, well-established companies, retailers, investors, trade bodies to bring your ideas to life. With over 60 years combined experience in building brands we know what it takes.
As a beauty brand consultancy, we support you in taking your business to the next level through strategy, brand management, product development. Introducing our 3 C’s – we draw upon years of Clarity, Creativity, Commerciality to deliver your results. We design brand identities and visual elements, create products, develop go-to-market strategies to help you to engage with your ideal customers. We work with you to develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure, neatly packaged up to deliver you commercial results.
We work with clients based in different corners of the world – from the UK, to Africa, Sri Lanka, Australia, the Middle East and across Europe. Over the years we have worked with a diverse portfolio of businesses – here’s a snapshot. If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘With the assistance of TIQ, we engaged Bespoke Advantage to help us enter the highly competitive but lucrative UK market. During the last few months Janet and her team have worked diligently to introduce and expose Perfect Potion to buyers and retailers we would never have been able to reach being based in Australia.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’