Online beauty retailer Adore Beauty has opened its first physical store in Melbourne's Southland shopping centre, marking its entry into the brick-and-mortar market. The company aims to capture 10% of the total Australian beauty market, which is valued at $13 billion, by expanding its offline presence.
, opens its first physical store on Saturday, within spritzing distance of new IRL rivals Mecca and Sephora at Southland shopping centre in the Melbourne suburb of Cheltenham.
To reach those numbers, Adore Beauty will soon launch another Victorian store at Watergardens shopping centre, with four new locations soon to be announced as part of a roll-out of more than 25 stores. The Adore store experience sits somewhere between the glamorous, colourful hustle of Mecca and Sephora’s hectic bustle beneath bright lights. “We wanted to feel elevated,” Laing says.
“We’ve been working with Melbourne AI company black.ai,” says Laing. “Your shape will be provided with a unique identifier when you walk into the store. This technology is going to understand your movement through the store and what was on the front screen as you came inside.”
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