Boots grooms its new brand for men’s market

Boots the Chemists has invested £2m to launch a new brand to target male shoppers, called Boots Men.

The company’s in-house design team has created the brand identity and interiors for the first two shops. Pilot stores in Bristol and Edinburgh will open in October for a six-month trial period.

The stores will include salons offering a variety of grooming services, such as wet shaves, facials, manicures and head massages.

Boots director of marketing businesses Martin Bryant believes the men’s market offers “much untapped potential” which the retailer can exploit.

“Although Britain’s men are quite hesitant about shopping, they already trust Boots to have the right products and offer the right advice,” says Bryant.

Boots operations and logistics manager of business development Tim Stainton describes the layout of the new stores: “There will be aluminium fixtures and fittings with triangular-shaped areas creating zones for fragrance, skincare, hair and body, shaving, fitness and health.”

Leaflets on products and services will also be available. A Boots Men website, launching in November, is being developed in conjunction with Syzygy.

Project leader Sue Marshall says there are plans to open outlets in the capital if the trial is successful. “If it works outside London, it will definitely work in London. The next step will be to immediately hit the City and Canary Wharf areas,” she says.

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