Sainsbury’s takes on established beauty retailers
NamNews - Oct 2nd 2018, 13:39
Sainsbury’s is taking on department stores and the likes Boots and Superdrug by expanding the beauty offering in stores and using specialist assistants in the aisles.
According to The Guardian, the supermarket group is introducing department store-style beauty aisles at 11 stores around the country in the hope that it can grab a greater of the growing beauty product market. Sainsbury’s could roll-out the idea to more stores next year if it proves successful, helping it fill excess space in some of its larger outlets.
Sainsbury’s told the newspaper that the move would see it doubling the size of its beauty offering to up to 3,000 products, including brands such as Revlon, Essie, Tweezerman and Dr. PawPaw for the first time. Existing ranges from L’Oreal, Maybelline and Burt’s Bees will also get more space with branded areas similar to those found in established beauty retailers.
Sainsbury’s has also recently relaunched its value, vegan-friendly Boutique range in a bid to appeal to younger shoppers.
Meanwhile, perfume retailer The Fragrance Shop began testing a concession at a Sainsbury’s outlet in Croydon last week, with a further opening planned in Selly Oak, Birmingham.
Sainsbury’s has been diversifying into more categories since it acquired Argos and Habitat two years ago in an effort to make its stores more appealing places to visit and differentiate itself from the fast-growing discounters.
Commenting on the latest move, Paul Mills-Hicks, Sainsbury’s Commercial Director, said: “We’ve transformed the look and feel of our beauty aisles to enhance the environment for our customers. We’ve also invested in specially trained colleagues who will be on hand to offer advice."
“Our range of brands is designed to suit every need and the alluring environment and convenient locations mean we’re now a compelling beauty destination which challenges the old way of shopping.”NamNews
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