To boost its expansion in France, the British group has identified franchising as an interesting lever. With 65 outlets across the country, The Body Shop wants to expand further. And to meet consumers’ expectations, the company has developed a brand new kind of sustainable store: Activist Maker Workshop.
Activist Maker Workshop aims to raise awareness of environmental issues among the general public. Consumers have access to a wider range of bulk sales. In addition, the furniture used is eco-responsible and made with sustainable materials.
“The opening of franchise stores will enable us to accelerate our development in France, particularly in intermediate cities where we are not well represented. Despite the elements that have strongly affected retail in recent years, we still believe in the importance of a strong physical presence. There is a strong consumer desire for The Body Shop. The brand is recognized as a pioneer in ethical beauty, its products are iconic, its customer experience is unique and its commitments are more relevant than ever. To address this accessibility gap, we want to reach out to our customers and expand our presence in more intermediate cities. The success of our first Activist Maker Workshop opening in Dijon shows consumer appetite for the brand,” said Hugues Laurençon, General Manager France/Benelux at The Body Shop.
The brand’s goal is to open five franchises in 2022 and to accelerate its development with a dozen openings next year.
