THE WHAT? Boots CEO Seb James has admitted to trying to foil Sephora’s UK retail launch, according to a report by Retail Week.
THE DETAILS James stated: “Our whole team lent into the idea of making that launch a disaster. As a result, a whole flock of new customers came to Boots.”
The CEO stated that the company took out billboard advertising outside of Westfield shopping centre, as well as revamping its store and hosting a launch party to clash with Sephora’s opening.
THE WHY? Talking to Retail Week, James encouraged retailers to benefit from competitor weakness, especially amidst current failing business models and online players struggling.
He said: “We grew 85 percent in a year, and the general message going around the store was ‘up yours Sephora’ and that felt very, very good.”
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