Superdrug is launching its first beauty-only store – Superdrug Beauty – designed by Hove-based retail design group CDW and Partners. The pilot shop features holistic products and pampering treatments alongside basic toiletries and medicines.
The in-store layout has been created to complement the shop’s shift of emphasis. It now features a more accessible open-fronted facia, low-level “browsing stations” and a central checkout area designed to cut down on queues.
Upmarket beauty products previously only available in niche London department stores will sit alongside a nail bar, which offers customers a choice of manicures and nail treatments such as extensions and tattoos. The store will also sell relaxation CDs and beauty books.
Superdrug design and creative communications manager Lynda Edwards says she wanted to develop an environment which communicated beauty rather than health. She adds Superdrug wanted a relaxed shopping environment dedicated to hedonistic women. “Superdrug Beauty has a softer, more feminine emphasis and is a radical move away from our existing store look,” she says.
The pilot store opened last week in Bristol shopping centre Cribbs Causeway. Superdrug will be monitoring its success.