Superdrug has announced plans to invest in 25 new stores this year, expanding its bricks-and-mortar retail footprint. This is expected to create over 570 jobs nationwide.
The investment, part of the brand’s O+O (Online + Offline) platform strategy to deliver its omnichannel ambitions, is driven by continued strong performance figures. In Q4 2022 Superdrug reported increased volume and value sales and footfall across both sides of the beauty and health business. Whilst in 2021 revenue rose 5.1 per cent to £1,168 million with a profit before tax increase of 141.3 per cent.
The investment strategy has already seen Superdrug open new stores in Washington Gallery and Falkirk Retail Parks in February 2023 and in Braehead, the largest Superdrug in Scotland, just last month. A further three best-in-class stores will soon open in Dublin Dundrum, Manchester Trafford Centre and London Brent Cross, with more stores in the pipeline for later this year. The bigger and better Superdrug stores will focus on enhancing the physical shopping experience, offering customers an extensive range of affordable Beauty Studio treatments and allowing access to a host of essential healthcare services through Pharmacies and Nurse Clinics.
In addition, Superdrug will refit 70 stores in 2023, ensuring the estate is modernised through a series of updates that include new shop fronts, fully recyclable signage, improved flooring and ceiling tiles made from bio-soluble mineral wool, clay and starch, energy efficient LED lighting, new floor layouts and upgraded fascia and internal signage. This follows a large-scale 2021 rollout of new cosmetics stands, which ensured customers can enjoy and discover the latest makeup brands in the most up to date of shopping environments.
All openings and refits will benefit from Superdrug’s Sustainable Store Scheme, which kicked off with a pilot store in Peterborough in October 2021, and which ensures sites are as eco conscious as possible in everything from design to energy saving and waste management.
Superdrug’s CEO Peter Macnab: “Recent years have seen seismic changes in our sector, and constantly evolving customer expectations. An investment of this scale demonstrates our resilience in the face of continuing social and economic challenges, but also our confidence and commitment to our customers and communities.”
Superdrug also continues to strengthen its ‘Only At’ branded offering, launching many exclusive brands, including Bourjois, Mielle, 3ina and HiSmile and also introducing 6 new premium brands to its fragrance portfolio: YSL, Viktor & Rolf, Prada, Giorgio Armani, Valentino and Narciso Rodriquez.
Superdrug continues to enhance its O+O offering, bringing shoppers a market-leading, integrated experience. Superdrug Marketplace launched in November 2022 and listed close to 7,000 of the most exciting and innovative new products for customers to discover in the run up to Christmas in its online marketplace. Whilst rapid delivery services like Store to Door allowed customers to order to home from local stores and Store Insider connected Online customers to store advisors, ensuring Superdrug offers market leading convenience, with the very best customer service whatever the touchpoint.