Warpaint sees success with Wilko and Tesco beauty trials

By

Sandra Halliday

Published
Nov 17, 2020

Beauty specialist Warpaint London said on Tuesday that the sale of its products in Tesco and Wilko stores has gone well so far.

The owner of the W7 and Technic brands has deals with the two UK retailers and said that after a successful trial of an impulse range of products in 41 Tesco Express outlets, a range of 15 W7 cosmetics products will now be stocked in 209 Tesco Express stores from this week.

And in addition to the core range of 190 of the group's W7 products being sold in 56 Tesco Extra stores, four new lines will be introduced by Tesco early next year into 605 Tesco Extra stores and Tesco supermarkets, while a further four new lines will be stocked in 96 of these stores. 

Meanwhile, the company added that after launching in Wilko, it’s “currently running ahead of the Warpaint board's expectations at the time of the launch”.

It debuted in Wilko two months ago with around 100 exclusive Body Collection branded products, designed in partnership with the retailer. They’ve been stocked in 355 Wilko stores, while 115 Technic branded products have also been stocked in 189 locations. 

The company also said on Tuesday that it has appointed Ward & Hagon Management Consulting to assist it in implementing its strategic growth plan. Paul Hagon, a non-executive director of Warpaint, is a partner at the consulting business. “Following a successful initial period, the contract will be renewed for a further 12 months,” it said. And Paul Hagon is no longer an independent non-executive director, but remains on the board as a part-time executive director.