Trinny London’s “ambitious plans” to further increase retail presence

03-Oct-2024 - Last updated on 03-Oct-2024 at 12:20 GMT

UK-based colour cosmetics and skin care brand Trinny London is expanding into John Lewis department stores as sales boom. We spoke to founder Trinny Woodall about what’s coming next for the brand.

Trinny London recently opened its first standalone store on London’s King’s Road and the rapidly expanding brand is now opening concessions in seven John Lewis stores across the UK – High Wycombe, Cheadle, Liverpool, Oxford, Bluewater, Cardiff, and Southampton – as well as selling via the department store’s website.

Plus, more locations are planned for 2025.

Increased retail revenue by 10% y-o-y

“Trinny London is in the midst of an ambitious retail expansion, having increased its retail revenue from 16% to 26% so far this year,” explained Trinny Woodall who CEO and founder of Trinny London.

“John Lewis has been a staple of the British retail landscape for over 100 years, which made it a natural choice for Trinny London,” continued Woodall.

The John Lewis counters will echo the same use of technology to give customer personalisation that Woodall has implemented in her new Chelsea-based store.

“John Lewis customers will be able to use Trinny London’s industry-leading personalisation service, Match2Me, in-store to find products that are perfectly suited to their unique combination of skin, hair and eyes,” she said.

“These customers will also be able to use Match2Me to help them identify their colour profile and curate the perfect palette, so they can find their style, confidently build their wardrobe, and fearlessly feel their best self,” she continued.

Head of beauty at John Lewis Helen Spencer commented that the brand's innovative approach to beauty perfectly aligns with the store’s “mission to offer customers personalised skin care and makeup to people of all ages.”

She also said that Woodall “has brought a fresh and transformative vision to the beauty market” that she anticipated would be “a game changer for our customers."

Tripled retail presence

“We already have counters in Liberty London, Harvey Nichols in Edinburgh and Manchester, and in Fenwick in Newcastle, Brent Cross and Kingston, and are delighted to be adding such an iconic retailer like John Lewis to the mix,” explained Woodall.

“By the end of November 2024, we’ll have tripled our retail presence from 11 to 33 concessions and stores, and as Trinny London continues to experience strong traction both in the UK and worldwide, we have ambitious plans to further increase our retail presence in 2025 and beyond.”

Woodall revealed that the brand plans to target the US market next year.

“Currently, Trinny London operates in retail across the UK, US, Australia and Ireland. The US will continue to be a focus area for us in 2025 as we look to expand our footprint in New York,” she said.