The expansion into fashion comes as Superdrug pushes to become more of a lifestyle “destination” rather than just a traditional health and beauty retailer
Superdrug is now selling clothes on its online marketplace as part of a major shake-up. The health and beauty retailer will be selling clothes from 60 fashion brands, including Crocs, Jack & Jones, Skechers, Regatta, and Nike.
The expansion into fashion comes as Superdrug pushes to become more of a lifestyle “destination” rather than just a traditional health and beauty retailer.
Superdrug said the collection sold on the site has been “handpicked” due to their popularity and aims to meet customer demand for stylish plus-size clothing and inclusive options.
Customers will still be able to shop the usual products sold by the brand, including fragrances, electrical appliances, make-up, and skincare. The clothes will only be available online, and will not be put into the retailer’s high street strores.
The move is part of Superdrug’s wider growth strategy for 2025, which includes broadening product categories and investing in bricks-and-mortar stores. Superdrugs online marketplace sells over 40,000 products, and shoppers can earn health and beauty card points when shopping there.
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Superdrug chief commercial officer 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 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.”
In January, Superdrug reported its “best” Christmas ever, with like-for-like sales jumping 5.1% in the final weeks of 2024 compared to the previous year.
The business attributed the success to “its continued mission of being the most accessible health and beauty retailer on the high street, known for value and choice, and the ongoing popularity of its much-loved own brand range”.
Last year, Superdrug announced it was opening 25 new high street stores across the UK, refitting 60, and expanding seven more. All openings and refits followed Superdrug’s Sustainable Store Scheme, which works to make sites as eco-conscious as possible.
At the time, Superdrug had over 830 stores across the UK and the Republic of Ireland – including 200 in-store pharmacies – if all the new openings went ahead its would now have over 850 brick-and-mortar stores.
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