Beauty revamp for Boots to help boost footfall
THE BURTON STORE IS ONE OF 30 STORES TO GET THE REFIT
BOOTS has announced a major change for its flagship store in Burton as it expands its beauty brand.
The health and beauty chain will launch 30 new ‘beauty halls’ across the country and Burton’s store in Coopers Square shopping centre will be one of them. The move is aimed at driving footfall into its stores and town centres, it says.
The launch forms part of the health and beauty retailer’s plans to provide customers with greater access to the world’s leading beauty brands.
The 30 new beauty halls are smaller versions of the reinvented beauty halls that can be found in 60 Boots flagship stores, such as at Covent Garden in London and The Trafford Centre in Manchester.
Featuring trending zones, discovery areas and consultation spaces, the beauty halls will offer a range of products including cult brands like Drunk Elephant, Fenty Beauty and MAC. The variety of beauty brands stocked by Boots continues to grow rapidly, with 65 new lines added since the start of lockdown.
More than 100 new Boots beauty specialist roles will be added as part of this next phase in the project.
There are now more than 700 Boots beauty specialists across the UK and their role is to provide personalised, brand-neutral beauty and skin care advice to customers for free in stores.
An additional 830 Boots Macmillan beauty advisors will support customers going through cancer treatment with free, face-to-face beauty advice.
Seb James, Boots managing director, said: “We are so pleased to launch even more reinvented beauty halls on UK high streets, furthering our position as the UK’S number one for beauty.
“While our online sales continue to grow, the in-store experience is still hugely important, which is why we have continued to invest in our newlook beauty halls throughout the pandemic and beyond. As we are now out of lockdown and life is starting to look more normal, I am confident that our beautiful new beauty halls will help to drive more footfall into Boots as well as to local high streets more broadly.”