The Body Shop, a pioneering ethical beauty brand, is embarking on a transformative new chapter in Canada following its acquisition by Serruya Private Equity in late 2024. With steadfast Canadian ownership led by President Michael Roden, the company is rolling out innovative store models, community-driven retail, and fresh omnichannel strategies—all designed to reinvent relevance with Canadian consumers while remaining true to The Body Shop’s legendary values.
Ownership Transformation and Strategic Reset
Following a rocky year in which The Body Shop Canada closed many stores and sought creditor protection, the business was purchased by Serruya Private Equity, led by Michael Serruya. The deal, finalized in December 2024, included assuming liabilities of more than $11.5 milliont. Now fully Canadian-owned and headquartered in Markham, Ontario, The Body Shop Canada is empowered to operate as an independent, values-driven retailer.
Charles Denton, CEO of The Body Shop International, commented, “We’re delighted to welcome The Serruya Group as our Head Franchisee for Canada. Their extensive experience in leading omnichannel businesses makes them the ideal partner for this market. We look forward to collaborating to build a strong platform for growth”.
New Leadership, Community Focus, and Growth Plans
Michael Roden, a proven retail veteran with experience leading Thrifty’s Inc.—has taken the helm as President, with a sharp focus on youth, inclusivity, and engagement. In 2025, The Body Shop Canada operates 64 stores nationwide, with a string of new locations—Sherway Gardens and Lime Ridge Mall (Ontario)—already opened and a West Coast flagship at Vancouver’s Pacific Centre set for November 2025. These efforts position The Body Shop to reclaim its legacy as both a community anchor and a nationwide force for positive change.
Store of the Future: Immersive, Ethical, Canadian
The newest store concepts are geared toward experience, not just shopping. The updated store of the future features:
- Skin consultation zones and makeup artistry bars
- Interactive testing areas for body, hair, and face products
- Community-driven spaces for charity drives, activist events, and local collaborations.
Sephora CEO Guillaume Motte expressed strong optimism about the brand’s future, stating that within the next two to three years, Sephora aims to open new stores across the UK. He emphasized that the key to success lies in innovation and engagement, adding that while traditional, uninspired retail is fading away, exciting and experiential retail continues to thrive.
Each location’s calendar is tailored to its local culture, whether Vancouver, Toronto, or Newfoundland, reflecting The Body Shop’s deep-rooted activist history.
A Digital Relaunch and Omnichannel Momentum
The Body Shop Canada has also reinstated its online store, with plans underway for an Amazon Canada presence and broader omnichannel integration. These digital moves are designed to deliver a seamless brand experience wherever customers choose to engage, with localized fulfillment and new loyalty rewards. The company is also partnering with community retailers and department store partners to bring The Body Shop’s ethical collection to new audiences.
Upholding Ethical Roots With Local Adaptation
Maintaining its legacy as a champion for sustainability and cruelty-free beauty, The Body Shop will continue to offer globally developed, EU-manufactured products—distinguished by ethically sourced, fairly traded natural ingredients from around the world. The Canadian management team expects to introduce enhanced, locally relevant product launches and charity initiatives to meet new market realities.
Challenges, Resilience, and Looking Forward
The return to health was not without pain: the restructuring, which began after the parent company’s troubles in the UK, shrank the store count from 110 to just over 60, and included major operational changes. However, with investment from Serruya Private Equity and flexibility from new Canadian leadership, stakeholders see a brand positioned for resilience through community engagement, ethical principles, and next-gen experiences.
Their focus is on creating immersive experiences, both in-store and online, that reignite passion for the brand and welcome the next generation of customers. The anticipated Vancouver flagship (opening November 2025) will showcase the new store concept and expanded community programming as a template for national growth.
