The launch of the inaugural SEPHORA Australia store at midday on Friday, December 5 lived up to the hype, with the store breaking global records as one of the most successful launches in the brand’s history.
“While our brand DNA is all about letting our customers explore, sample and discover, with no pressure to buy, buy they did in record-breaking numbers! Our Sydney launch has broken sales records for any SEPHORA opening, and the atmosphere in store is simply electric!” says SEPHORA Australia country manager Fiona Novak.
SEPHORA’s arrival in Australia has been 10 years in the making. "Australia has been highlighted by a number of international brands, and even within LVMH for many years, as being a really exciting and dynamic market," Sephora's business development director for the Asia region Libby Andersen told Fairfax Media.
While SEPHORA Australia will bring pricing equality for any brand they offer exclusively, they will not undercut local retailers on existing brands.
"If a brand is already in the market, we don't tell them to give us a cheaper price [and] we don't want to compete with department stores and other players based on lower pricing. But any brand we bring in, we'll bring that in with pricing equality [with the US]," reveals LVMH Asia and Middle East president Ravi Thakran.
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