Industry News

Sephora Reopens Melbourne Central Flagship Store

The store will house over 120 brands, including new brands Paula's Choice and Aveda as well as Rare Beauty, Fenty Beauty and Ouai.

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By: Lianna Albrizio

Associate Editor

As part of its 10th anniversary in Australia, Sephora says it’s pushing the boundaries of innovation to bring new retail concepts and expand its footprint for its growing community of beauty enthusiasts.

Rare Beauty is one of over 120 brands featured in the store.

The retailer has re-designed its Melbourne flagship store, the largest Sephora store in ANZ at 693 square meters. The structure at Melbourne Central has undergone an extensive renovation to usher in a new era for Australian beauty enthusiasts as Sephora brings together the best elements across its physical and digital offering in an immersive omni-channel retail experience, officials say.

“We are thrilled to announce the re-opening of our flagship Melbourne Central store. This revitalized space offers customers an immersive beauty experience where they can explore our extensive product range and engage with the latest beauty tech and digital elements,” said Mark O’Keefe, general manager of Sephora Australia and New Zealand. “This store represents the perfect blend of innovation and experience, allowing our customers to fully immerse themselves in the world’s best beauty brands through a highly personalized retail experience. As we celebrate our 10th anniversary in the Australian market, 2024 is a significant year for Sephora, and we are excited to continue our expansion with new stores in Miranda, New South Wales; Marion, South Australia; Fountain Gate, Victoria and Northlakes, Brisbane.”

The store will house over 120 brands, including new brands Paula’s Choice and Aveda as well as Rare Beauty, Fenty Beauty and Ouai. The Beauty & Hair Studios will feature a line-up of services to showcase the latest product and brand debuts. A specialized Skin Consultation zone provides Hydrafacial treatments alongside Skincredible—a state-of-the-art app endorsed by dermatologists for personalized skin analysis. Additionally, this location introduces Australia’s first Sephora Beauty School, designed as an exclusive space for educational masterclasses with beauty brands.

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