The high street giant is transforming itself after the pandemic and cashing in on a growing trend for buying beauty products, as it opens new halls in towns around the UK
Image: Getty Images)
Boots will be opening 30 new beauty halls this year as it looks to reinvent itself after the pandemic.
The new halls will sell a large range of products and have specialist staff to help customers get the right ones for them.
This means no pushy salespeople giving expensive items a hard sell.
The halls will be added to existing stores so will not mean any new Boots branches opening.
Boots already has 60 beauty halls, but only in its flagship stores, which include Covent Garden in London and The Trafford Centre in Manchester.
But now Boots will take the idea to smaller stores in towns across the UK.
The halls will stock brands like Anastasia Beverly Hills, UOMA Beauty, Bite Beauty, Drunk Elephant, Fenty Beauty and MAC.
Boots stocks around 500 brands overall in its beauty halls.
The high street firm said it had seen a big increase in customers buying beauty products as the UK left lockdown .
Sales of beauty products rose 85% in the three months to May 31 compared to the same period the previous year.
A Boots spokesperson said customers particularly liked its celebrity beauty lines such as Fenty Beauty and Anastasia Beverly Hills.
Skincare containing trendy ingredients like niacinamide, azalaic acid and salicylic acid is also selling well.
The overall plan is for Boots to maximise the impact of its physical stores, as well as improving its online shop.
Boots UK managing director Seb James said: “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.”
The new halls will have ‘trending zones’, ‘discovery areas’ and consultation spaces, Boots said.
Boots will also be hiring more than 100 new staff to fill beauty specialist roles. It has more than 700 of these already.
Their job is to give personal beauty and skin care advice to customers for free in stores.
They are given empathy training to let them better understand customers’ needs.
This will also include an extra 830 Boots Macmillan Beauty Advisors support customers going through cancer treatment with free, face-to-face beauty advice.
The full list of the new Boots beauty halls
Epsom, Ashley Centre
Sevenoaks, High Street
Southport, Chapel Street
Hayle, West Cornwall Shopping Park
Hereford, High Street
Worthing, Montague Street
Carlisle, English Street
Salisbury, Silver Street
Burton-On-Trent, Coopers Square
Richmond, George Street
Stratford-Upon-Avon, The Maybird Centre
Romford, The Liberty
Southend-On-Sea, The Royals Shopping Centre
Rugby, Junction One Retail Park
Grantham, High Street
Fareham, Whiteley Village Shopping Centre
Crewe, Grand Junction Retail Park
Sunderland, The Bridges
Isle Of Wight,Newport
Portsmouth, Commercial Road
Nottingham, Riverside Retail Park
Belfast, Boucher Road
Londonderry, Foyleside Shopping Centre
Republic of Ireland
Aberdeen, Union Square Shopping Centre
East Kilbride, The Plaza
Dundee, High Street