Superdrug unveils fashion ranges
Superdrug took on a new sector of the high street today by launching its own jewellery and accessories range.
The UK’s second largest health and beauty retailer described the launch of True Spirit in its stores as a “major strategic move” in the growth of the Superdrug brand.
The drive into fashion follows news earlier this year that Superdrug was spending £75m (€109.3m) on a major expansion in the UK.
It also comes after rival Boots said it was looking to bring in other companies to take up excess space at some of its biggest stores – opening up the possibility that Boots sites could house fashion retailers.
Superdrug now offers bags, belts, hats and scarves at half of its 700 stores and will expand this to 635 sites by mid-August.
Although health and beauty products account for the bulk of the business, the group also offers products such as baby food and accessories, drinks and snacks, mini photography labs and household accessories. It also has its own branded travel and car insurance.
Superdrug claimed today’s new ranges would offer prices up to 50% lower than other high street fashion retailers.
The group said: “This launch marks a major strategic move in the growth and positioning of the Superdrug brand.”
Superdrug’s Hong Kong-based owner AS Watson said in May that it saw the potential for more than 1,000 outlets of the chain by 2009. It is also investing in an overhaul of its brand and has appointed advertising agency Euro RSCG London to make it more “appealing and relevant” to customers.
