Health and beauty chain targets North East

Nov 30 2009 By The Journal

A SCOTTISH discount health and beauty chain is expanding into the North East with a string of store openings.

Edinburgh-based Semichem started making inroads into the region in the summer with new stores in South Shields, Wallsend and Ashington.

It has since opened for business in Chester-le-Street and Carlisle, and will have new stores in Billingham and Darlington by the end of the month, and has also had a shop in Berwick for a number of years.

The chain, which has 130 shops across Scotland and Northern Ireland, is currently negotiating on more sites in the region, and aims to have 10 outlets in the North East before Christmas.

It employs around 1,000 people across the Semichem business, which was set up in 1977, and supplies all the outlets from its central depot in Livingston.

Semichem chief operating officer, Colin McLean, said: "It’s a natural extension from where we were before. There will definitely be seven open [in the North East] by the end of the month.

"We’re opening 15 in total this year and have a target of 25 in the North East and North West next year.

"Certainly, 200 stores in the next two to three years is a realistic ambition."

The retailer, which concentrates on discounted branded goods, including perfume, is part of the Scotmid Co-Operative Society that also runs a string of 100-plus convenience food stores north of the border.

Mr McLean said: "I’ve been here about four years and the business has been through a huge turnaround.

"It was losing money, and there was the challenge – do we keep it, sell it or do we fix it? We rationalised the products, we closed some stores and we now have a more focused offer."

Semichem’s expansion is being accompanied by its first TV advertising campaign, concentrating on discounted designer fragrances, and it is ramping up its website to take advantage of online shopping.