Pure Beauty

Boots onboards 25 new brands in the battle of the beauty halls

By Julia Wray | Published: 13-Jun-2024

The Beauty Crop, Tree Hut, Coats and Kurl Kitchen now feature in the UK store’s brand line-up

Boots is poised to add 25 new beauty brands to its line-up by the end of the summer. 

These include influencer favourite The Beauty Crop; self care-focused skin and body care brand Tree Hut; Coats, which specialises in simplified skin care; and singer Fleur and Keisha East’s hair care brand Kurl Kitchen.

The announcement comes as the British health and beauty chain continues to overhaul its stores. 

Boots has already madeover 170 of its stores and will further grow the footprint of another 30 of its beauty halls. 

According to Boots, these expansions will accommodate new furniture, trending areas, discovery stations, live demonstration zones and more beauty brands.  

“It is such an exciting time to be a beauty lover – the industry is evolving quicker than ever before, with new brands emerging and reaching cult-like status in a matter of weeks,” said Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots.

“We are welcoming more of the brands [our customers] want to see to our shelves and making the most in-demand products more accessible.” 

The Walgreens Boots Alliance-owned retailer’s overhaul is taking place amid a competitive period for British beauty retail.

At the end of last year, Boots' first-ever shop dedicated to beauty opened in London's Battersea Power Station following ambitious expansion by rivals Sephora and Space NK. 

LVMH’s Sephora is continuing its march across the UK following 2023’s physical store relaunch, ending an 18-year absence in the country.

It opened its first store outside of London in May at Manchester’s Trafford Centre and is opening two stores in Newcastle later this year.

Space NK is likewise expanding. At the start of the year, it revealed it would open at least four new stores during 2024 across the UK and Ireland. 

It later revealed that two locations would be in Manchester, one at the city’s Arndale shopping centre and another in the Trafford Centre. 

Boots’ makeover also coincides with ‘will they, won’t they’ rumours of a Boots IPO. 

Earlier this month, Walgreens Boots Alliance allegedly halted plans for a potential initial public offering (IPO) of the chain.

The US company is reportedly in the process of exploring options for Boots amid ongoing sales talks, according to Bloomberg. 

If successful, a sale would mark Walgreen Boots Alliance’s second attempt to divest Boots, after it initially floated a sale in 2022.

This was abandoned after the US pharmacy company failed to find a suitable buyer.

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