Avon is set to open its first physical stores in the UK as the beauty brand targets brick-and-mortar retail.

The group will open several beauty shops within the next two months, which will be run as franchises by company representatives under the Avon fascia, according to Retail Gazette.

The firm said the new stores will target "neighbourhood communities" rather than the usual high street locations.

Avon is also expanding its tie-up with Superdrug - where it has been selling its ranges in 100 of its stores and online since September - to the rest of its estate from November 27.

Angela Cretu, Avon's international global chief executive, said: "The move into physical retail in the UK is an exciting new chapter for the brand." The firm was forced to review its strategy when its reps were no longer able to do door-to-door selling during the Covid-19 lockdowns.

She said the expansion into physical stores was a response to the fact that 80% of its purchases are made through retail.

"Women like to touch and experience the product and have that joy of seeing all the colours available."

"Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pampering experience with a beauty adviser.

"We want to be as inclusive as possible. We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a start-up."

Avon has 63 beauty outlets in Turkey after launching three years ago and is also planning to open stores in Brazil and South Africa.

Angela Cretu