Luxury fragrance retailer Jo Malone London has unveiled ambitious expansion plans to open a dozen new stores across the UK, demonstrating strong confidence in brick-and-mortar retail despite widespread high street challenges.
The prestigious brand, acquired by Estée Lauder in 1999, aims to increase its UK store presence from 37 to 45 locations by mid-2025, with further growth to 51 stores planned for the following year. This strategic expansion focuses primarily on affluent market towns such as Wilmslow, Farnham, Market Harborough, Leamington Spa and Chichester.
Jo Dancey, senior vice-president and global general manager, emphasised the company’s unwavering commitment to physical retail, noting that post-pandemic shopping behaviours have created new opportunities in regional markets. The brand’s expansion strategy capitalises on the migration of professionals from London to suburban areas, where remote working has become increasingly prevalent.
The retailer’s growth plans stand in stark contrast to broader market trends, where approximately 12 high street outlets closed daily during the first half of 2023, resulting in 2,284 fewer retail establishments across the UK, according to PwC data.
Recent financial results reflect the brand’s resilience, with Jo Malone Limited reporting a turnover of £109.3 million for the year ending June 2023 in the UK and Ireland. While pre-tax profits experienced a slight decline to £24.4 million from £29 million, the company maintains a robust market position as the sixth-largest global fragrance retailer.
The expansion strategy benefits from evolving retail economics, with smaller store formats and reduced rental costs enabling profitable operations despite lower per-store productivity. This approach, combined with the brand’s premium positioning and signature products such as their £118 lime, basil and mandarin cologne, positions Jo Malone London for sustained growth in the evolving retail landscape.
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