After announcing last week it was opening a second store in Sydney, SEPHORA today revealed it is launching its first Melbourne store before Christmas this year. Located in the heart of the CBD at Melbourne Central, the store will stock more than 30 exclusive beauty brands.
“This is a hugely exciting announcement for SEPHORA and it certainly has been difficult to keep under wraps! After the huge success of our first Sydney store and the announcement of our second store at the Macquarie Centre this month, there has been much anticipation and demand for SEPHORA from beauty fans in Melbourne,” says SEPHORA country manager Libby Amelia.
“Melbourne has always been on our radar, it was just a matter of timing and the right location – which is hugely important to SEPHORA. With every store opening, we need to ensure our customers receive the same unique experience as they would overseas; it’s a place for discovery, entertaining and expertise – and this needs to be replicated at each and every store.
“We explored several different location options for the Melbourne store, but Melbourne Central was the front-runner. The CBD location, the high calibre of retailers, and the size of the space available were all attractive factors that led us to choose this exciting shopping destination. SEPHORA will continue to expand to other Australian cities outside of Sydney and Melbourne. We do recognise there is huge demand from beauty lovers across the nation.”
Melbourne Central general manager Leigh Dunn adds: “The Melbourne city retail landscape has experienced huge revitalisation and we are proud to be a part of this consumer-driven change. SEPHORA’s arrival is exciting for everyone in Melbourne and it demonstrates the centre as a destination of choice for international flagship stores looking for a position in an iconic Melbourne CBD landmark.”
The new store will be positioned in Shot Tower Square in Melbourne Central, which is owned and managed by The GPT Group.
