Superdrug profits surge amid continued investment in omnichannel strategy

Superdrug achieved a 7% increase in sales last year, driven by the expansion of its store and online strategy, competitive pricing and promotional initiatives, and continued investment in its own-brand product range.

Profit before tax was £136.8 million, a year-on-year increase of 22.6% against £111.6 million in 2023.

During the year, Superdrug opened 13 new stores in shopping destinations, including Craigavon and Lakeside, as well as extending Westfield Stratford to create the biggest Superdrug ever at 9,900 sq ft.

The health and beauty retailer also gave a "fresh new look" to 45 existing stores and welcomed more than 1,000 new store colleagues nationwide.

It also strengthened its digital presence by advancing its Offline-plus-Online strategy, which included an improved website user experience, the successful relaunch of its customer app - now surpassing five million members - and the introduction of more efficient delivery options.

In addition, Superdrug’s online Marketplace grew at an "incredible" rate, listing over 41,000 products and delivering year-on-year sales of +107%. In May, the retailer expanded its marketplace with a curated collection of 60 fashion brands.

Its Health & Beautycard loyalty scheme continued to grow, accounting for 60% of the company's total sales. Seasonal promotions also proved popular, including a 33% increase in Halloween sales, the retailer’s biggest Black Friday to date featuring deals on 400 products over four weeks, and a 5.1% year-on-year increase in Christmas sales.

In own brand, Superdrug invested one million pounds into making suncare a health essential, removing the equivalent of VAT and freezing prices on its Solait range for the second year running.

The health and beauty retailer also launched B. Protect SPF 50 resulting in a 50% rise in sales.

Peter Macnab, CEO at Superdrug, said: "We continue to stay true to our vision of leadership in accessible health and beauty retail. Available, affordable and inclusive all remain at the heart of what we do, and clearly our excellent product offering, delivered with vibrancy and convenience, is resonating with more and more of today’s shoppers.

"In 2024 we delivered more than we ever have before, in everything from product launches and industry innovations to experiential celebrations and CSR initiatives.

"At Superdrug we always challenge ourselves to look forward, constantly evolve, and keep improving. So, we look forward to introducing customers to yet more exciting health and beauty innovations in 2025."

Last month, Superdrug announced plans to launch 30 permanent ‘Beauty Playground’ spaces across the UK, designed to offer shoppers immersive and interactive beauty experiences.

The first opened at its Westfield Stratford flagship, with 29 more to follow by August 2025. Prime locations include Manchester Trafford Centre, Glasgow Braehead and Cardiff St David’s.