Despite being a D2C challenger brand, Trinny London is now, in a surprising move, betting on physical retail to help fuel its next phase of growth.
Founded by British fashion expert Trinny Woodall, the digitally native skin care and make-up company has just opened its first-ever flagship store in the UK as it makes a play to achieve more than 20% growth over the next financial year.
This push in annual sales will not only help the six-year-old British brand prepare to really crack America in 2025, but also enable greater investment in enhanced website personalisation and the potential exploration of new product categories.
“There has been a lot of implementation for growth this year, with a decent EBITDA which is nearly double last year’s,” says Woodall.
“We have also doubled our growth in Ireland, opened our first-ever [concession] in Scotland and [sales in] Europe has been decent.
“But the UK is very important because even though we ship to 180 countries, the UK is still more than 50% of our sales."
We have got to a place [as a brand] where we have really grown up and we are very evenly spread, and that de-risks a business
Trinny London targets women aged 35-plus who may “have felt ignored in the world of beauty”, says Woodall, which has given the community-driven brand a unique point of difference from other premium players in the space.
Having scaled its reputation through digital channels to reach more than one million online customers, opening a permanent bricks-and-mortar in London this month was actually the next “logical” next step, claims Woodall.
“We have always been customer-first and a store brings to life all the things that you would love a customer to understand about where you are as a brand,” explains Woodall.
“Of course, digitally you can do that with social media and founder-led content that champions the brand, but bricks-and-mortar is incredibly tangible.
“It was just the perfect time for us to show off what we are, be able to refine those propositions and tell our
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