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Åhléns is now announcing that it is closing its low-cost Beauty Bargain concept, and closing work will begin immediately.
The change will begin immediately and take place with respect to affected employees and customers, the company writes in a press release.
Beauty Bargain started last year and today has a total of three physical stores and e-commerce. The goal was “to satisfy a growing segment” that was about “beauty at lower prices.”
But at the same time as the company invested in a completely new chain, it also launched Åhléns Outlet, which is based on a similar concept but extends to more categories. Åhléns Outlet is currently in seven locations and the plan is to continue the expansion next year.
The idea of the closure of Beauty Bargain is now “to concentrate the company’s low-price offer in Åhléns Outlet”.
We started Beauty Bargain and Åhléns Outlet as part of meeting new consumer trends and have learned a lot as a result of the investments, says Annica Hagen, CEO of Åhléns.
The closure of the Beauty Bargain operations affects 20 full-time, part-time and project employees. All people are informed of the situation. Åhléns believes that “they will support employees interested in adaptation work to get a new job.”
Caroline Hjelm Cronstedt, CEO of Beauty Bargain with the team, has shown fantastic entrepreneurship and a commitment beyond the ordinary. They have built a company from scratch and have contributed innovative thinking, a new building spirit, a ‘can do’ attitude that I value very much and that we will carry with us in our ongoing work in Åhléns, says Annica Hagen.
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