// Boots boss Seb James said his team strived to make Sephora’s UK store launch a disaster
// James urged retailers to stick the boot in when competitors are struggling
Boots CEO Seb James admitted his team plotted to make Sephora’s store launch a failure as it benefited from additional sales the day the beauty brand opened in Westfield London.
James told Retail Week Live: “Our whole team lent into the idea of making that launch a disaster. As a result a whole flock of new customers came to Boots.
“We grew 85% in a year and the general message going around the store was ‘up yours Sephora’ and that felt very, very good.”
He did not elaborate on what Boots did when Sephora opened its UK flagship earlier this month, however, the retailer paid for billboard advertising near the entrance to Westfield describing itself as ‘your no.1 destination for beauty’, highlighting its wide branded beauty offer, including NARS, MAC, and Kylie Cosmetics.
Boots also revamped its Westfield store, putting its beauty hall front and centre, and held a launch party to clash with Sephora’s return.
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The Boots boss urged all retailers to strive benefit from competitor weakness, particularly in today’s retail market when business models are failing and online players are struggling.
James said that when he worked at Dixons, chairman Stanley Kalms told him “you must hate your competitors and dream of their death”.
He said: “We’re living in a completely and massively rapidly changing environment. Whole business models are dying – department stores, for example.
“We are also living at a time when at last the markets’ patience with non-profit making online players has finally disappeared. So we’re suddenly seeing a total change in the dynamic of how we compete against online players. I think that’s a totally good thing.
“It’s particularly good for Boots. In beauty, we broke 200 basis points of market share in one year by using one simple rule. In the nicest possible way, if your competitors are struggling, put the boot in.”
Yesterday Boots posted a “strong performance” in the three months to 28 February 2023, following strong Christmas trading and an increased demand for beauty products.
The health and beauty retailer said retail sales were up 16% during the period, while sales rose 17.4% in the five weeks to 31 December.
The business reported its eighth consecutive quarter of market share growth with gains across all categories, led by beauty.
It was reported over the weekend that Boots could be sold or floated by the end of the year, as its US parent company, Walgreen Boots Alliance, faces intense pressure to break up the global pharmacy giant.
This is Money reported that investors and board members want Walgreens Boots Alliance executive chairman Stefano Pessina and chief executive Rosalind Brewer to accelerate plans to refocus the company on the US.
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