Superdrug backs bricks and mortar with investment into 25 bigger and better store openings in 2023

Health and beauty retailer, Superdrug, has announced plans to invest in 25 new stores this year, expanding its bricks and mortar retail footprint. The venture is expected to create over 570 jobs nationwide, creating a seamless customer experience and providing vital support for high streets and local communities.

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.

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’s Property Director, Nigel Duxbury: “High streets and retail parks are the beating heart of our communities and an essential part of our economy. Our investment in bricks and mortar will help us continue to stretch, shape, and deliver for our customers in the future, as well as helping transform communities into vibrant places to live, work and shop.”

The bigger and better store plan will mean Superdrug customers can continue to delight in discovering the latest trending, high performance products, at affordable prices. November 2022 saw the launch of Superdrug’s new and only makeup range, Studio London, a 137-piece collection that offers everything under £9 and which has twice sold out its best-selling product, U Matte-R Setting Mist Matte. In late 2021 the retailer also relaunched its Own Brand skincare range, B. Skin, which was blind tested against and scored better than expensive leading brand equivalents.