Superdrug to review Bates strategy role

Superdrug looks set to review its marketing and communications strategies following the sale of the retailer to Dutch health and beauty giant Kruidvat.

The retailer’s parent group Kingfisher announced on Friday that it has sold the 700-strong Superdrug chain for £280m.

Industry sources believe new owner Kruidvat, a privately owned chain of health and beauty stores, will take a close look at all aspects of Superdrug’s marketing strategy.

At the moment Superdrug uses Bates UK for its creative work, while Zenith handles media planning and buying.

A spokeswoman for Superdrug denies the Dutch company is making any redundancies or strategy changes at the moment.

Analysts say the sale of Superdrug will give the UK’s second largest specialist health and beauty retailer a much-needed international presence and put it in pole position to compete with Boots, both in the UK and mainland Europe.

Kruidvat, which operates drugstores and perfume stores in the Netherlands, Belgium, France, Poland, Hungary and the Czech Republic, did not have a UK presence up until now.

Bates UK created a TV and press campaign for the launch of Superdrug’s own-label cosmetics range, Kolor, last autumn. The agency also handles creative work for Kingfisher’s DIY chain B&Q and its Woolworths and Comet chains.

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