Superdrug gives key London stores an Olympics makeover

The retailer is also refreshing a further 58 shops, half of which are located in or around the capital, in time for the games.

Superdrug aims to take advantage of the expected surge in tourists visiting the capital by revamping specific stores located around Olympic venues and routes.

It is to remodel the stores to mirror its new format, unveiled at Wimbledon last year, which features lowered shelving and more uniform fixtures and fittings. The confectionery offer has also been moved from the back of the store to the front.

Superdrug commercial director Steve Jebson said: “Many changes are transformational. We have made sure the stores offer customers clarity on where to find products through in-store zoning.

“We will also spend time training the store teams, focusing on engagement and product knowledge.”

Jebson declined to say how much money the retailer has ploughed into the revamps, but said: “As tourists from around the world descend on the capital, now is a crucial time in ensuring our stores look better than ever.”

Jebson added that against the difficult economic backdrop, Superdrug saw the Olympics as an opportunity to boost business. “We hope it will be a feel-good summer for shoppers, like the royal wedding was last year,” he said.

Superdrug’s central London Marble Arch store, which reopens today, was the first to be overhauled as part of the programme. It features new beauty services, including its advanced skincare clinic Proskin and a brow and lash bar.

The retailer is targeting Battersea and Croydon stores for the next refurbishments. However, not every store will have the space to house all the new services.

Superdrug is not the only retailer to invest in stores ahead of the Olympics. John Lewis has ploughed £8m into its flagship Oxford Street store to overhaul its ground floor.