Boots is set to become a stockist for Rihanna’s sell-out beauty line, Fenty, according to a report published by Retail Week.
The Walgreens Boots Alliance-owned drugstore chain will sell the Kendo-backed make-up line in 32 UK stores and on its website. The partnership with Fenty is part and parcel of the retailer’s strategy to revamp its beauty offer in a bid to pull in more customers.
“For 170 years, Boots has been helping women to feel great by making beauty accessible to everybody right across the UK. Fenty Beauty by Rihanna could not be more in tune with our shared values of making everyone feel great, all of the time,” Seb James, Managing Director of Boots UK told Retail Week.
“Launching Fenty Beauty is a pivotal moment in Boots’ beauty reinvention as we reimagine and redefine what to expect from high-street beauty. Over the next six months, we are launching over 20 new brands to become the top destination for global cult beauty for the 1.3 billion customer visits we have to our stores and digital channels each year.”