Avon to open first-ever UK stores via representative franchise scheme

By Amanda May | Published: 14-Nov-2023

The cosmetics giant will open beauty outlets throughout the UK within the next two months as it boost its physical retail presence

Avon is opening its first-ever bricks-and-mortar stores in the UK as it ramps up its presence in physical retail.

The beauty giant is set to launch an initial tranche of UK beauty outlets within the next two months – the first time it has done so in its 136-year history.

The stores will be run as franchises by company representatives under the Avon fascia.

The model is a replica of Avon’s Representative Retail Franchise programme in Turkey, which has been successfully rolled out over the past three years.

Although the UK site numbers and locations have not been confirmed, the brand said they will target “neighbourhood communities” and showcase a curated product range.

The move is the latest step in Avon’s massive omnichannel revamp project after discovering that 80% of its purchases are made through retail.

“At Avon, one of our key strategic priorities is to open up access to the brand,” Kristof Neirynck, Global Chief Marketing Officer at Avon, told Cosmetics Business.

“Ensuring customers can shop with us however they want, including with a representative to get that high-touch personalised service.

“We are [now] enabling our Avon Representatives to open their own franchise stores in the UK.

“We have already successfully opened 63 of these representative franchise stores in Turkey and expect to open the first stores in the UK in Q1 2024.

“How the [UK] franchisees will be chosen is something that we are working through and will be engaging fully with our reps to finalise.”

Inside one of Avon's standalone franchise stores in Turkey

Angela Cretu, CEO of Avon, explained that it is a chance for UK customers to “touch and experience” its products like never before.

“Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser,” said Cretu.

“We want to be as inclusive as possible.

“We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a start-up.”

The UK physical stores are the latest arsenal in Avon’s sales tactics as it continues to modernise its market identity this year.

In April, more than 300 Avon products were launched on online retail giant Amazon.

This was the first time the company had ever sold its products outside of its website and sales rep programme.

Avon also became available to buy on the UK high street for the first time in September.

It launched a range of 150 products into 100 of beauty retailer Superdrug’s stores in a bid to bring its offering to a wider customer base.

Both companies said there was a strong strategic alliance potential in terms of the customer profile they shared.

From 27 November, this partnership will be extended even further, with Avon rolling out into hundreds more Superdrug stores.

“Ultimately, our goal is to increase access to our brand and enable consumers to shop in the way they would prefer to shop,” Neirynck further told Cosmetics Business.

“This means shopping through our representatives, retail, marketplaces and e-commerce.

“All of this activity to open up access to the brand comes together with a continued investment in media and a brand refresh across all communication touchpoints and packaging.”

Avon is also planning to open physical stores in Brazil and South Africa.

Images: Both photos show the exterior and interior of a physical Avon store in Turkey.