Jo Malone London is planning to open at least a dozen new shops outside of the capital over the next couple of years.
The fragrance brand is looking to increase its store portfolio from 37 to 45 by the middle of 2025, and up to 51 a year later, The Financial Times reported.
It is planning to target market towns such as Wilmslow, Farnham, Market Harborough, Leamington Spa and Chichester.
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Jo Malone senior vice-president and global general manager Jo Dancey told the publication: “We are committed to physical investment. There was a level of pause though Covid . . . [but] we always believed [physical retail] was coming back, and now we’re full force into the investment.”
“People are more local than they’ve ever been before, and that is something that we’re tapping into. We’re also going to spaces where there isn’t necessarily another retailer.”
Dancey added that trading had picked up in the weeks before Christmas after “we had to hold our breath in November” as people shop later for their gifts.
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