Boots further expands its presence in North America

Boots Alliance first entered into the American beauty market in 2004 and has since been retailing own brand cosmetics in Target stores all over the US, going nationwide for the first time this month. Martin Waters, CEO of Boots Retail USA, stated, "We enjoy a tremendous relationship of mutual trust with our customers in the UK and look forward to developing the same with Target customers in the US. We are extremely proud of the Boots products, based on real customer insights and developed by Britain's top health and beauty experts".​ Choosing to retail five of its best selling brands, the latest move further a field into the lucrative American beauty market will no doubt strengthen the company's mission to become the leading health and beauty provider in not only Europe, but across the globe. Target stores will be stocking the hugely successful No7 brand, which has become Britain's best selling skin care brand. Time Dimensions anti-aging skin care system will also be sold in the US stores. Capitalising on the growing trend amongst consumers for beauty products that are not only safe for the skin, but also for the environment, Target will retail the natural Botanics cosmetics skin, bath and body care, in conjunction with Botanical Gardens at Kew, London. The store will also stock the Mediterranean bath and body care range, which contains organic ingredients such as almond and olive oils, citrus fruits and fragrant herbs, and the Feel the Difference products that is a range of supplement and vitamin plans to cleanse the body. The company began eyeing further expansion of its cosmetic lines in retail outlets throughout the US after confirming its merger with Alliance Unichem at the end of July last year. Boots Alliance entered the US through drugstore chain CVS back in 2004 and has since been undertaking a carefully planned expansion of its line all over the country that currently includes 50 stores. To date those sales have concentrated on key urban areas in California and the North East coast. Back in May last year the company acknowledged that a number of its cosmetic and beauty lines had proved to be top selling items, after it stated that sales there had proved to be 'very encouraging'. A company spokesperson also confirmed last year that it was in discussions with CVS to enter the next phase of its roll-out, which could see the geographic reach of its sales extended as far as Florida. CVS says that the plan to expand the roll-out should help serve to increase sales for its cosmetic and skin care categories across its pan-US stores. The company is already the leading US drug and pharmacy store, with more than 6,100 stores across 44 states contributing to yearly sales in excess of $40bn. The Alliance Boots merger is also expected to give Boots Alliance further expansion possibilities on the European front. Boots is already adding its health and beauty ranges into Alliance's 1,200 stores throughout the UK. It has also said that future plans could use Alliance's European network of stores to stock its No 7 cosmetic range and its Soltan sun care range. "Looking ahead our immediate focus is to commence the delivery of the identified cost synergies of at least £100 million per annum by the fourth full year,"​ said Richard Baker Alliance Boots chief executive. "The first stage of this work has already started and we are confident of delivering £60 million of annualised savings by the end of the second year,"​ Baker added.