Superdrug is to unveil a new store format in southwest London on March 25 as part of its plans to encourage customers to “take another look” at the retailer.

The store, in Wimbledon’s Centre Court shopping centre, is designed to cement Superdrug’s position as “the best in accessible beauty”, said commercial director Steve Jebson.

He said: “The store is modern, fresh and inviting, and is part of our plans to get customers to take another look at us, and see there are lots of reasons to come to Superdrug.”

Jebson said Superdrug had worked on ranging, promotions and advertising over the past 18 months and the store environment was the “last piece of the jigsaw”.

The shop is sectioned into product zones - make-up, skin, beauty, hair, men’s, everyday, food and health. It will also carry some new beauty brands.

The pharmacy offer has been overhauled to include a consulting room and a counter designed to offer some privacy for customers seeking advice.

Jebson pointed to Verdict Research’s Customer Satisfaction Index for March, which placed Superdrug number one in health and beauty and fourth in the list of UK’s favourite retailers, as evidence that its plans are working.

He said: “Superdrug is not about a ‘white coat’ approach or £60 skin creams, it’s about offering accessible beauty to everyone that will inspire customers to try something different.”

The new-model store, designed by Dalziel + Pow, will be rolled out in a further 10 locations by the end of April and more stores will be overhauled by the end of the year.

Superdrug, part of AS Watson, unveiled its last new design in 2007 with the ‘pink’ store. Jebson said the retailer “learnt a lot” from those stores but, while “they pushed us into new areas of cosmetics, they ignored some of the basics like toiletries”.

Jebson said Superdrug was “holding its head above water” in current trading and, while the climate was tough, “our stores, ranges, amazing value and service will pay dividends”.