Just over a year ago I sat around a dinner table with Boots UK Managing Director, Sebastian James, where he unveiled an optimistic plan to reposition Boots beauty offering as a cutting edge destination with a number of niche brand exclusives including Rihanna's Fenty Beauty, The Ordinary, Becca, Nude by Nature and The Inky List, across 24 of Boots’ beauty halls nationwide as well as revamping their beauty counters with interactive zones and next-level experts on hand to offer masterclasses and demonstrations.This should have worked to entice customers back in store.
After all, this was the nation's favourite health & beauty destination and a pioneer on the skincare scene - an industry thought to be worth over 10 billion pounds in the UK.
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