Avon to open physical stores across the UK for first time

Door-to-door cosmetics brand Avon has announced it will be opening physical shops in the UK for the first time in the brand’s 137-year history.

You may remember the catchphrase, ‘ding dong! Avon is calling!’. But this time the beauty and cosmetics brand won’t be knocking at your door, it will be opening its doors to the public with actual stores in the UK.

The American-British brand, which became popular in the ‘50s and ’60s, was known for bringing its cosmetics straight to your front door – so buyers could ‘touch and experience’ its products.

However, this style of sales technique ground to a halt during the Covid-19 pandemic with the brand, which was founded in 1886, being forced to sell all of its stock online.

Now Avon is looking to change direction and open up stores globally with outlets in the UK, Brazil and South Africa – already having 63 shops in Turkey.

Chief executive Angela Cretu said Avon is looking to follow women ‘wherever they spend their time’, describing the expansion as an ‘exciting new chapter’.

Ms Cretu said the shops would be based in ‘neighbourhood communities’ rather than on traditional high streets.

She said the shops would be like ‘mini beauty boutiques’ showcasing a selection of Avon’s range. The number of shops and locations have not yet been confirmed.

Avon was established in the US in 1884, but eventually shifted its headquarters to the UK in 2016. Retail analyst Natalie Berg told the BBC that the brand was ‘a little dated’ but sees the move to open new stores as a positive venture.

She said: “You can’t overestimate the power of human touch and the community you get in a physical store environment.”

Ms Cretu said Avon’s experience in Turkey has proved that opening stores has boosted their businesses and helped recruit door-to-door sales reps.

“Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser,” she said.

Ms Cretu also said that Avon will provide training to reps so they will be able to run the new outlets as retail franchises with the company providing them with the technology needed to run the businesses. 

“We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a start-up,” she added.