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Superdrug Case Study

superdrug case study

Passionate about apprenticeships

Superdrug is one of the UK's largest beauty and health retailers, currently operating over 800 stores in the UK and the Republic of Ireland.

Superdrug is passionate about developing staff through apprenticeship programmes and recognises that apprentices represent the leaders of the future. All Superdrug apprentices get the best possible introduction to a career in retail by learning on the job while being supported by experienced in-house assessors. This allows apprentices to build confidence, understand how the business works commercially and develop both personally and professionally.

For new starters at Superdrug, an apprenticeship is their first step into a career that could take them anywhere including stores, head office, warehouse & distribution. The sky is the limit!

Supporting all Superdrug’s apprenticeship needs

Superdrug was not completely satisfied with the level of support it was receiving from its previous service provider, with reference to them being unable to provide a suitably flexible and bespoke solution for their programmes. Fortunately, the Highfield team possessed the sector knowledge, experience and skills needed to provide an apprenticeship support service that included:

  • bespoke and branded learning resources all in one place
  • regulated industry-relevant qualifications
  • a collaborative approach to end-point assessment solutions
  • a user-friendly and easily accessible (from all devices) one-stop-shop e-portfolio platform – Highfield Vault

How it’s going

Hundreds of Superdrug staff members have now qualified through Highfield, with more and more apprentices going through our end-point assessment process and making maximum use of Highfield Vault.

More than 75% of Superdrug apprentices have gained a permanent position with the company. In fact, for one area of the business, a massive 90% were employed, with approximately 50% advancing into a management-level role.

Our collaborative approach to providing support to apprentices in taking the first step on their retail career journey has been deemed a huge success by Superdrug, as well as Savers who are also part of the A.S Watson Group and receive the same great level of service from Highfield.

The future

Commenting on the future of both organisations, apprenticeship programme manager Sue Renny stated: ‘I would recommend Highfield to others. The service that we have received was absolutely excellent, second to none. We’re always looking to develop and enhance our existing programmes and between us, I think we have got some exciting places to go.

Apprenticeships are incredibly important to us as an organisation and are a fundamental part of our strategy.’