Superdrug has become the latest retailer to grow its reach through launching its own third-party marketplace, with Superdrug Marketplace going live on the main Superdrug website.
Based on the Mirakl platform, the marketplace brings a range of new products to UK shoppers, with an emphaisis on some hot-button trends, including homegrown products and female-founded companies, alongside sustainable and inclusive new brands.
Brands launching on the marketplace include cruelty-free ethical skincare range Up Circle, UK brand Nature Spell, Women’s razor brand FFS Beauty and Beauty Lovers favourite, Jecca Blac.
Third-party marketplace products will sit alongside Superdrug products on Superdrug.com and will be identifiable with a marketplace logo and banner.
Matt Walburn, Marketing and eCommerce Director, says of the launch: “Marketplace is the exciting next step in our digital transformation programme. Our intention is twofold; to promote diversity by supporting entrepreneurs and small businesses within the industry and to dramatically increase our range on Superdrug.com; broadening and strengthening our accessible beauty and health offering to our customers.”
The Marketplace platform was implemented by KPS, which integrated Mirakl’s Marketplace into Superdrug’s existing SAP commerce ecommerce platform. The team was challenged with delivering the project in a very short timeframe to ensure go-live was achieved ahead of peak trading.
Sophie Marchessou, Executive Vice President Customer Success B2C, Mirakl, says: “ Our technology has supported Superdrug to already onboard an impressive 300-plus carefully selected partner brands to their marketplace in time for its launch. This initial growth will drive a wider, highly curated product offering, enabling Superdrug to efficiently respond to, and go beyond their customers’ needs.”
Alongside the launch of the marketplace, Superdrug is also rolling out its Superdrug Presents pop-up experience, which will span over three days in February 2023. Dubbed by the company as the ‘ultimate health and beauty playground’, the live event will take place at The Truman Brewery, London and will offer customers interactive masterclasses, the opportunity to meet their favourite celebrities and influencers, as well as getting the chance to find out more about their favourite brands and enjoy free treatments at Superdrug’s Beauty Studio.
The showcase will run from Friday 24 February until Sunday 26 February 2023 and tickets go on sale from today. Priced at £30 for Health & Beautycard members and £40 for non-Health & Beautycard holders, the cost includes entrance to the event, masterclass tickets and the sought after goody bag worth at least £150.
Household names such as L’Oreal and Unilever will feature with some of their hero beauty brands, as well as new to Superdrug brands such as 3ina will also be showcased. Industry insiders will also be joining the line-up, offering expert masterclasses and workshops to attendees throughout the 3-day event. Aligning with Superdrug’s Health and Beauty offering, guests will also be able to see the latest from Health brands such as Nurofen as well as the brands own health experts. Superdrug will continue to reveal more brands and line up’s for each day of the event in the coming weeks and months across their social channels.
Simon Comins, Chief Commercial Officer at Superdrug comments: “We are thrilled Superdrug Presents is back for 2023. The event was so well received when we launched it in 2019 and to be able to bring it back bigger, better and in person for 2023 is very exciting for us and the brands that are taking part. We expect Superdrug Present 2023 to smash all previous records with more brands, more experiences, more masterclasses and more attendees. We want to ensure that Superdrug Presents is a space for visitors to fully immerse themselves with their favourite brands, as well as enjoying unique Superdrug experiences.”
Superdrug Presents started in 2019, with 3,000 visitors in attendance. In 2021 the event ran virtually due to the pandemic. The 2023 event is set to be bigger and better than ever.