Superdrug has expanded its online marketplace with a curated collection of 60 fashion brands, broadening its offering beyond health and beauty.

With the addition of brands like Wrangler, Regatta, Blue Vanilla, and Nike, the retailer’s latest expansion aims to enhance the online shopping experience – offering customers a broader selection that now includes fashion alongside its range of beauty and health products.

Selected for their popularity, the 60 brands cater to high-demand categories such as stylish plus-size and inclusive options – “ensuring that every customer finds something that fits their style and needs”.

The expansion reflects Superdrug’s ongoing commitment to its Online + Offline strategy, which is designed to meet evolving customer needs by delivering a seamless shopping experience across all channels.

Simon Commins, Chief Commercial Officer at Superdrug, said: “We are excited to offer our customers an even more diverse shopping experience, incorporating fashion brands that perfectly complement our existing ranges.

“We know this initiative addresses customer demand along with our ongoing commitment to offering an inclusive and broader product selection by giving our them the best shopping experience.

“This move will not only strengthen our position as a go-to destination for a wide range of personal care and lifestyle products but also present a new opportunity to connect with a large and highly engaged customer base that already loves these brands, unlocking new potential for online growth.”

Superdrug launched its marketplace in 2022, bringing a range of “undiscovered, innovative and affordable” products to UK consumers.

The platform is integrated into the retailer’s existing website and features a wide selection of brands from premium to start-ups.

Read TheIndustry.beauty’s interview with Superdrug’s E-Commerce Director on the launch of its new marketplace.