Superdrug launches new online marketplace featuring over 300 brands

Superdrug has today launched its new online marketplace, featuring over 300 brands from premium to start-ups.

The new platform, named 'Superdrug Marketplace', has been developed with Mirakl and integrated into the retailer's existing website. Third-party marketplace products appear alongside Superdrug products and are identifiable with a marketplace logo.

According to the business, 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 omni-channel retail strategy, allowing customers to buy products from marketplace brands that will have never been seen on Superdrug shelves. This includes UpCircle, Wonderskin, Truthbrush, OPV Beauty and TotsBots.

Matt Walburn, Marketing and E-commerce Director at Superdrug, said: “Marketplace is the exciting next step in our digital transformation programme. Our intention is twofold; to promote diversity by supporting entrepreneurs and small businesses within the industry and to dramatically increase our range on Superdrug.com; broadening and strengthening our accessible beauty and health offering to our customers.”

Sophie Marchessou, EVP Customer Success B2C at Mirakl, said: “Our technology has supported Superdrug to already onboard an impressive 300+ carefully selected partner brands to their marketplace in time for its launch. This initial growth will drive a wider, highly curated product offering, enabling Superdrug to efficiently respond to, and go beyond their customers’ needs.”

Read TheIndustry.beauty's interview with Matt Walburn about the new Superdrug Marketplace.