Alliance Boots has extended a deal with Procter & Gamble to supply skincare products across a number of additional countries on the Continent.

The retailer uses P&G to distribute and market its Serum 7 skincare range in Italy, via a deal agred last year. That agreement has now been extended to Spain, Germany, Austria and Switzerland.

In a separate move, Boots is also looking to extend the No 7 brand further into the US.

The line is already sold through American retailer Target and a number of university stores. Boots is on the hunt for distribution partners in the country to take the brand into new outlets.

“We will expand when we find the right [distribution] partner,” chief executive Alex Gourlay told the Sunday Times. “But mature markets are very competitive and you can lose a lot of money quickly if you don’t get it right.”

Read more
Farmer joins Boots to take second new senior trading role (3 September 2011)
Boots owner downbeat despite booming profits (16 May 2011)
Boots chief brushes aside web criticism of Waitrose link-up (9 April 2011)