Superdrug to launch online 'marketplace' for premium and emerging brands
Superdrug is to launch a new marketplace platform in September that will allow hundreds of brands without suitable infrastructure to sell their products nationally.
The new platform, called Superdrug Marketplace, will be integrated into the retailer's existing website and will feature a wide spectrum of brands from premium to start-ups. Alongside a selection of luxury products, it will prioritise Black and female owned brands and gender-neutral beauty.
The move signals the continuation of Superdrug's omnichannel retail strategy, allowing customers to buy products from Marketplace brands that they will have never been seen on Superdrug shelves. This also builds on the retailer's recent introduction of its "endless aisle", which allows customers to order out of stock products into store.
The new platform will also keep an eye on emerging wellness trends and look for brands that sell beauty wearables and offer health testing.
Customer, Marketing and Online Director Matt Walburn commented: “The Superdrug marketplace will be a vital step for our business as we look to strengthen further our role in H&B retail and start to build into new associated categories. We’ve been looking at ways to bring innovative and growing brands into our business more quickly and in the appropriate way to test consumer reaction.
“This is a crucial next step in bolstering our online and offline strategy; marketplace inventory will eventually be available to purchase virtually in-store as well as online. This launch will make a listing with Superdrug now possible for more up and coming brands and give our customers a wider range to enjoy, from luxury to trending beauty and wellness hacks.”