It's official – Superdrug is now in fashion

United Kingdom (15 July 2005)

Superdrug, the UK's second largest health and beauty retailer and a subsidiary company of the world's largest health and beauty retailer, the AS Watson Group, today (14 July 2005) announces a first for the group with its launch of fashion jewellery and accessory ranges under a new exclusive brand, True Spirit. This launch marks a major strategic move in the growth and positioning of the Superdrug brand, which is also further reinforced by the promotion of Euan Sutherland from chief operating officer to managing director, Superdrug.

The jewellery range is now in almost half the chain's 700 stores and will increase to 635 by mid-August, the True Spirit accessories range will launch in 70 stores in mid-September. The collections will compete with the high street fashion retailers at prices that are from 50 per cent lower.

True Spirit jewellery will be displayed in stand-alone units in stores, prices will start at 99 pence to £6.99 and the fast fashion ranges will turn-around every three weeks. The accessories range will be merchandised from 24 feet of space in the first 70 stores and products will include the latest must-have bags, belts, hats and scarves at prices ranging from £3.99 to £14.99.

Euan Sutherland, Superdrug's managing director, says; "As Britain's most fashion conscious beauty and health retailer we're all about making our customers look and feel great from the inside out – the launch of our new jewellery and accessories ranges is a natural step. True Spirit is designed to be fun, fashionable and dazzling value so our customers can enjoy the latest trends at Superdrug prices."

Sutherland joined Superdrug in September 2004 as chief operating officer and last week was appointed to the position of managing director. In May 2005, Superdrug revealed a £75 million expansion programme to open 40 new stores by the end of the year with the potential for 1000 stores by 2009.

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For further information, samples, images and prices please contact Zaria Pinchbeck on 07802 837975 or Jenny Hill on 07971 117265 or call ZPR on 0207 837 4317

• Stockist number 020 8684 7000