MEXICO CITY — Mexican retail franchiser Axo is expanding its beauty business with plans to open seven Bath & Body Works shops this year between Mexico and Chile where it is also growing Victoria’s Secret Beauty and Accessories.
“When we launch a brand we look for one that has global recognition and consumer awareness in Mexico,” said Axo corporate vice president Carlos Miranda. “Bath & Body Works meets those requirements and is a product consumers buy often.”
In February, Axo opened Bath & Body Works’ first store in Mexico City’s new Toreo mall to a strong reception, Miranda said. The next shops opened in the city’s Santa Fe, N.M., mall, Veracruz’s fledgling Andamar Lifestyle Center and most recently in the Playa del Carmen beach resort, according to Miranda, who said the last arrivals will be in Mexico City’s Satélite center and in the town of Metepec, State of Mexico.
The U.S. premium spa and beauty brand will also arrive in Chile’s capital Santiago in a fortnight, Miranda added.
Since lauching in late 2013, Axo has also opened 16 Victoria’s Secret Beauty and Accessories in Mexico with the latest arrival in Playa del Carmen. There are also three shops in Santiago de Chile, where sales are outperforming, Miranda said.
“We’ve had a very successful launch in Chile,” he said, adding that Axo will continue growing Victoria’s Secret and Bath & Body Works in the country and possibly in other South American markets, where it hopes to introduce brands from its apparel portfolio featuring Tommy Hilfiger or Guess.
“We have an aggressive expansion and also want to grow in South America,” Miranda added. “We are exploring locations but we are mostly interested in Colombia, Peru and Ecuador.”