LG Household Sells Avon North America to Refocus on Retail and Digital K-Beauty
Creatrip Team
24 days ago
LG Household & Health Care (LG H&H) has agreed to sell its North American Avon unit, The Avon Company, to Stratford Worldwide (part of global investor Regent), marking its exit from Avon’s door-to-door sales model in the region. Acquired in 2019, Avon’s North American business will transfer leadership to Avon International after the deal closes; the final price will be confirmed at completion. LG H&H says the sale lets it reallocate resources toward retail and digital channels and strengthen its K-beauty and wellness brand portfolio—focusing on global core brands and regional specialty brands. In North America, LG H&H plans to expand consumer touchpoints for growth brands like Dr.Groot (now in 424 Sephora stores in the U.S.), belif, and CNP through retail and online channels. The company also noted it will convert intercompany loans to equity to settle internal claims without cash changes. Industry observers view the move as a strategic shift from Avon’s traditional social (door-to-door) selling to direct retail and digital distribution to better match changing consumer purchase patterns.
