Kiehl’s launches first standalone store in Wales

By Lucy Whitehouse

- Last updated on GMT

Kiehl’s launches first standalone store in Wales

Related tags United kingdom

As part of its ongoing five-year UK expansion plan, L’Oréal-owned skin care brand Kiehl’s has launched its first standalone store in Wales.

Back in 2013, the company stated that it would endeavour to double its business in the UK by opening 24 new stores in the years leading up to 2018.

The company, whose origins are as a homeopathic pharmacy from New York’s East Village in 1851, operates in about 40 different countries with over 250 standalone stores - the move into Wales confirms a global strengthening of its store offering.

Previously, the brand was available within Wales from concession stands in department stores: the move to open its first standalone in the country’s capital of Cardiff suggests demand in the country is on the up.

Naturals juggernaut

Kiehl’s is well-placed to take advantage of the ongoing consumer demand for naturals and organics, having long situated itself as a market leader in this space.

Its brand identity as a retailer of holistic wellness is set to do particularly well in the coming period, with consumer enthusiasm for the ‘well-being’ trend set to rocket​, particularly in the European market.

Indeed, with tech and naturals now pushing the direction of innovation in beauty, health and wellness has been picked out by market research firms as a key influence likely to lead the trends for the next decade​.

Naturals remain a safe and savvy bet across the board: recent Mintel data shows that 47% of consumers consider ‘free from chemicals’ as the main indicator natural cosmetics, and that UK consumers respond particularly well to natural claims such as “formulated without parabens”.

Strengthening globally

The UK isn’t the only place where Kiehl’s is focussing its expansion efforts: this month, the company has also opened a new store in New York, its seventh in the city where the company was founded. It is also set to launch a store in Austin in the coming months, followed by Disney Springs Orlando later this year.

According to WWD​, the company has said that expansion in freestanding stores and wholesale accounts is the strategy which holds the most potential for the brand.

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