Betterware expands in UK chain store roll-out

Betterware, the household goods catalogue company, is to launch a national chain of shops after completing trials of a store in Nottingham this month.

The new stores, branded as Betterware, will stock the company’s range of 400 products plus 150 which are not available through the catalogue. Business development director Tony Hillyer says it will mark the start of “a sustained expansion programme”.

The company is launching a major drive to improve distribution channels, including an updated website and mail-order system.

Orders will be delivered about a week faster than at present once the systems are in place.

Betterware’s range includes cleaning equipment to garden furniture. The company has retail sales of more than &£100m per year.

The company recently appointed former New Millennium Experience Company managing director Liam Kane as its chief executive.

Earlier this year, Betterware hired Hillyer, Littlewoods retail strategy director, as business development director.

Hillyer says: “Betterware is firmly established as one of the UK’s leading home shopping brands.

“We’re using that as the springboard to make the brand even more accessible to current and potential customers.”

A Betterware spokesman says the company is not planning to appoint an advertising agency.

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