Boots has revealed that it plans to launch a new beauty-only store at the new shopping centre located in the Battersea Power Station development in London.
Due to open later this year, the 11,200 sq. ft. store will showcase Boots’ extensive beauty offering across products, services, advice, and trends. The move follows an overhaul of its beauty offering in recent years, which has included the roll-out of new beauty halls across its estate.
The retailer stated that the “supersize beauty studio” in Battersea will create a new destination for beauty lovers to try out new products, looks and trends, with more than 250 cosmetics, skincare and haircare brands available. There will be several UK-exclusive brands and ranges, and customers can sign up for news of new brand announcements and behind-the-scenes content.
Skin-specialist pharmacists and qualified dermatologists will be on hand to offer advice, with Boots also recruiting a team of beauty specialists who will offer free consultations.
On opening, Boots will also introduce all of the new beauty brands to its online store so they are available nationwide.
Boots has already revamped over 170 beauty halls across the UK and Ireland, with the newest sites being the first to stock trending new brands, including Grown Alchemist, Sol De Janeiro and Function of beauty, alongside cult beauty brands such as Kylie Cosmetics, NARS, MAC Cosmetics and Drunk Elephant.
Boots noted that it now offers more than 500 beauty, skincare and haircare brands and has launched almost 4,000 new lines from leading beauty names this year alone. The investment has led to Boots growing its market share over nine consecutive quarters. Its third-quarter results for the three months to 31 May showed the Beauty category delivered sales growth of 18% year-on-year.
Paul Niezawitowski, Beauty Director at Boots, commented: “Our new Beauty showcase solidifies Boots’ position as the UK’s number one beauty destination and marks the latest innovation under our ongoing beauty reinvention programme. Boots continues to invest in providing a market-leading beauty shopping experience and this new beauty-only concept not only allows customers to be the very first to try new brands and products but also provides a platform to launch new services that we know our customers will love.”
NAM Implications:
- This innovative initiative in new space will have a high profile in Boots and rivals HQs.
- Best be on board rather than await results from the sidelines…
