Superdrug is breaking into fashion through its online market.
The budget beauty retailer’s marketplace platform, which allows various sellers to offer their products, has been updated to include 60 fashion brands.
This includes Wrangler, Blue Vanilla and Nike, as well as other brands such as Pink Vanilla, Regatta and Jack and Jones.
The move aims to strengthen the company’s position as a “go-to destination for a wide range of personal care and lifestyle products,” said Simon Comins, Chief Commercial Officer at Superdrug.
This marks a notable shift away from its traditional health and beauty-first offering.
Comins added: “It presents a new opportunity to connect with a large and highly engaged customer base that already loves these brands, unlocking new potential for online growth."
“We are excited to offer our customers an even more diverse shopping experience, incorporating fashion brands that perfectly complement our existing ranges.
“We know this initiative addresses customer demand along with our ongoing commitment to offering an inclusive and broader product selection by giving our customers the best shopping experience.”
This expansion forms part of Superdrug’s continued focus on its Online + Offline strategy.
This aims to better serve customer needs by providing the “best shopping experience across any channel, anytime, anywhere”, according to the retailer.