Superdrug to sell CLOTHES in huge shake-up as retailer partners with big name fashion brands ‘handpicked by popularity'
The health and beauty chain has teamed up with 60 big name fashion brands "hand-picked due to their popularity".
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Customers will now be able to go to Superdrug's website for a range of products from fragrances, electrical appliances, make-up, skincare as well as shop their favourite looks in the new fashion section.
Chief commercial officer at Superdrug, Simon Commins, said: "We are excited to offer our customers an even more diverse shopping experience, incorporating fashion brands that perfectly complement our existing ranges.
'We know this initiative addresses customer demand along with our ongoing commitment to offering an inclusive and broader product selection by giving our them the best shopping experience."
This evolution comes as Superdrug is hoping to become more of a lifestyle retailer than just traditional health and beauty place.
Commins added: 'This move will not only strengthen our position as a go-to destination for a wide range of personal care and lifestyle products but also present a new opportunity to connect with a large and highly engaged customer base that already loves these brands, unlocking new potential for online growth.'
The shake-up is part of Superdrug's growth strategy for 2025, which will see a broadening of its product categories as well as investment in bricks-an-mortar expansion.
Iconic fashion brands like Nike, Wrangler, Jack and Jones, and Regatta will be available from the online store.
They will also meet customer demand by providing stylish plus-size clothing and more inclusive options.
Superdrug currently has more than 830 shops across the UK.
It is, however, reported to have faced some store closures in recent months.
Inside Superdrug's biggest UK store
Challenges it has faced include mass thefts, which caused staff to remove some items from shelves and place them behind the counter.
It comes after Superdrug also issued bodycams and headsets to staff earlier in the year, as shoplifting violence has risen.
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