Superdrug extends link-up with Skinnydip, adds more fashion

By

Nigel TAYLOR

Published
May 26, 2022

UK health & beauty retailer Superdrug has extended its partnership with lifestyle brand Skinnydip after a successful trial period and it means the beauty specialist will be selling more non-beauty products, including fashion.

It also means the brand’s ‘Shop in Shop’ retail experience will be rolled out to stores nationwide.
 
The partnership sees Skinnydip expanding its already 90-SKU product line further in-store across fashion, beauty, gifting, tech and homewares, including new category options such as nightwear and, slippers. Meanwhile, Skinnydip also offers an all-vegan beauty range complete with 100% recycled packaging.

Skinnydip called the exclusive ‘Shop in Shop’ at the chain an “innovative retail format” that offers customers “an immersive and enjoyable shopping experience on the high street”.
 
Simon Comins, chief commercial officer at Superdrug, said: “Following the success of our largest ever ‘Shop in Shop’ with Skinnydip earlier this year, we are thrilled to be rolling out our immersive shopping experiences nationwide. 
 
“We pride ourselves on offering customers the best brands in one accessible destination. So by partnering with likeminded brands like Skinnydip, we can offer shoppers a really enjoyable experience on their local high street.”
 
Last week, Superdrug also launched a ‘Shop Smart’ campaign to help customers navigate the growing cost of living crisis.
 
With the retailer saying 80% of its customers have admitted the need to switch to cheaper brands, it’s adding a further 30 products to its ‘Price Freeze Promise’, a commitment to freeze the prices of 130 everyday essential items across personal care, beauty and healthcare, “to reassure customers that Own Brand prices won’t increase for at least a year”.