Sally Beauty Holdings is the largest distributor of professional beauty products in the US when measured by store count, with some 5000 physical outlets around the world driving nearly $4 billion worth of sales. Fifty years after its formation, the firm has found that its online presence has been substantially touched-up by the COVID-19 crisis.
Since April, e-commerce sales are up 278% year-on-year, topping $137 million in the most recent quarter to the end of June. And 50% of total e-commerce customers who’ve engaged with the firm during the pandemic period have been new customers to this channel.
That growth rate peaked in April at 353% and while it’s fallen off now to 115%, the shift to online is one that looks to be a permanent fixture as resurgences of the virus around the US bring about localised lockdowns.