Trinny London managing director Mark Smith has said US expansion forms a big part of the group’s future strategy, Retail Week can reveal.
The beauty retailer has a flagship on London’s King’s Road, alongside smaller stores and concessions in retailers such as Liberty, Fenwick and John Lewis.
It also operates pop-ups and beauty counters in a select number of locations in Ireland, the US, and Australia, and Smith believes there is scope to keep expanding.
“Our second-biggest market is Australia, followed by the US and then Ireland,” he explained. “The US currently accounts for just under 10% of our revenue, mostly through direct-to-consumer, and we know the brand resonates there.”
Trinny London opened a New York pop-up in November 2024 for a few months following the success of its permanent counter in department store Saks Fifth Avenue.
It also opened a Boston pop-up in September, with the aim of running for six months.
While it doesn’t have any permanent standalone locations overseas, Smith said that once customers in the US are aware and know the brand, they mostly convert to being loyal customers.
“In fact, US customers spend more, return more frequently, and are better customers than the UK ones,” he added.
“We know the market is there for us; we just need to build awareness in the US and that is a big part of our future strategy.”
Smith also said the UK still poses a huge opportunity for the beauty brand, and he hopes Trinny London can be present in shopping destinations across major cities such as Liverpool and Leeds.
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