Superdrug signs over 200 brands to upcoming marketplace

Superdrug has signed over 200 brands for the upcoming launch of its new online marketplace, which will see brands partner with the retailer to offer products through the service for the first time.

The new platform, called Superdrug Marketplace, will be integrated into the retailer's existing website and feature a wide selection of brands from premium to start-ups.

The marketplace aims to "bring undiscovered, innovative and affordable products to UK consumers", with a focus on growing trends like homegrown, female founded, sustainable and inclusive new brands.

The move signals the continuation of Superdrug's omnichannel retail strategy, allowing customers to buy products from marketplace brands that will have never been seen on Superdrug shelves. Brands already signed up to the new marketplace platform include Wonderskin, sustainable brand Truthbrush and inclusive brand OPV Beauty.

In addition to beauty brands, Superdrug will also keep an eye on emerging wellness trends and look for brands that sell beauty wearables and offer health testing. Supporting this, Superdrug has signed up reusable nappy brand TotsBots and wearable accessories brand Popmask to broaden the customer offering.

Matt Walburn, E-Commerce Director at Superdrug, said: “ As well as further strengthening our accessible health and beauty offering, the marketplace is designed to help remove listing barriers for innovators in the market and provide hundreds of offline and online businesses with a flexible business opportunity and support they need to succeed in the digital world.

“We are excited by the hundreds of brands that we have already enlisted to join us on our next innovative move. The marketplace makes a listing with Superdrug now possible for more up and coming brands and gives our customers a wider range to enjoy, from luxury to trending beauty and wellness hacks.”

Superdrug Marketplace will launch in September 2022, with new brands still being to be recruited.