Watsons Inks Investment to Upgrade Shopping Experience in EMEA

Watsons’ investment will enhance the shopping experience in over 2,200 O+O (offline plus online) stores across 15 markets in EMEA. 

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  • Watsons, the flagship health and beauty brand of AS Watson Group, has committed US$250 million to opening and upgrading 6,000 stores across Asia over the next two years.

    Watsons’ investment will enhance over 2,200 O+O (offline plus online) stores across 15 markets in Asia, Europe, and the Middle East. The company aims to have more than 3,800 newly opened and upgraded O+O stores by the end of 2024.

    According to Malina Ngai, group CEO of AS Watson, “As the leading health and beauty retailer in Asia, we’re committed to offering our customers the highest quality range of products at great value, as well as providing them with a very pleasant shopping experience. We constantly hear from our customers about where we can improve, and we work closely with key brands to improve category-specific experiences.”

    “Watsons has been at the forefront of revolutionising the in-store environment for customers, and over these two years, we are investing USD 250 million in new store openings and upgrading existing stores across our 15 operating markets. We are opening over 1,200 new stores in 2023–24 and investing in refitting approximately 4,800 stores in the same period. This means 75% of the store portfolio in Asia will provide a more innovative and upgraded experience for our customers,” she added. 

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    Ngai explained, “Watsons understands that simply providing the best products is no longer sufficient to meet the needs of our customers. We’re committed to continuous expansion and innovation, offering the best O+O customer experience. Watsons will always strive to inspire our 100 million loyal members to ‘Look Good, Do Good, and Feel Great’ with us.” 

    The new and upgraded Watsons stores have been designed to appeal to modern beauty lovers seeking a more exciting shopping experience. 

    Recently, Watsons Taiwan has reimagined its stores into an aesthetically pleasing space ideal for social media. The chic makeup zone features a lipstick-shaped makeup table and a striking circular pink light box on the ceiling. 

    Additionally, Watsons introduces ‘My Colour Studio’, where customers can undergo seasonal colour analysis to identify their skin tone, eye, and hair colour, helping them discover the perfect colour palette for their clothing, makeup, and hair.

    In addition to enhancing and redefining the beauty experience for its customers, Watsons is also dedicated to expanding and elevating its professional health offerings.


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