Sainsbury’s plans entering UK beauty-market with 11 stores. Sainsbury’s is the second largest supermarket chain (plus the oldest, Founded in 1869) in the UK.
The investment in beauty comes as supermarkets hunt for ways to use up shelf space once sued for TVs, microwaves and homeware. These products have extremely low margins and take a lot of shelve space, while the UK beauty-market continues to grow.
Sainsbury’s said it would be doubling the size of its beauty offering to up to 3,000 products, including populair (and smaller) brands brands like Revlon, Essie, Tweezerman and Dr. PawPaw for the first time. Existing ranges from L’Oreal, Maybelline and Burt’s Bees will also get more space with branded areas similar to those found in shops like Boots.
The company has already relaunched its own Boutique cosmetics range in 281 of its stores and online, with a range of approximately 100 vegan-friendly products, to tap into the growing vegan market.
Sainsbury’s said if the beauty department trial proves successful it will introduce the new concept to more stores next year.