Leading Australian beauty retailer Adore Beauty has announced it will open its first Sydney store this August, continuing its transition from digital pioneer to omnichannel retail operator.
The new store will be located at Mirvac’s Broadway Sydney, one of the city’s busiest urban retail hubs. Designed as an immersive physical extension of the brand’s online experience, the store will feature a curated range of skincare, haircare, fragrance, make-up, wellness and lifestyle products, drawn from Adore Beauty’s portfolio of more than 300 global and local brands.
“We are thrilled that Adore Beauty has chosen Broadway Sydney as the retail partner for their first NSW store, joining our selection of over 140 local and international brands. This partnership is a huge credit to Mirvac’s leasing team who have worked with Adore Beauty to curate the ideal space for their first NSW store,” said Alison Flemming, General Manager – Portfolio Management, Mirvac Retail.
“As a dynamic and exciting retail precinct that continues to evolve, Broadway Sydney aims to exceed the needs of the million customers that visit us every month.”
The Broadway Sydney opening follows the launch of two Adore Beauty stores in Melbourne earlier this year. Two additional stores are also scheduled to open in Perth in the coming weeks. This expansion signals Adore Beauty Group’s broader retail strategy to establish more than 25 physical locations across Australia over the next two years.
A signature Adore Beauty touch — the inclusion of a Tim Tam with every purchase — will also extend to the in-store experience, offering a brand moment familiar to its loyal online customer base.
Customers will also have access to a private treatment room, offering services such as LED light therapy, personalised skin consultations with a dermal therapist, professional skin analysis, and facials — an experiential differentiator that reflects the retailer’s continued focus on service-led retail.
Founded in 2000, Adore Beauty is Australia’s leading destination for all things beauty. The business has evolved from a pureplay e-commerce pioneer into a fully integrated omnichannel retail and content platform. Adore Beauty serves both the Australian and New Zealand markets and offers more than 14,000 products across a wide spectrum of prestige, professional and everyday beauty brands.
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