Dive Brief:
- Sephora will open the final location in a three-store expansion in Australia this week following an announcement last month that the prestige beauty retailer would expand its footprint in the region. The new location at Westfield North Lakes, Brisbane, opens Thursday. Two other stores — at Westfield Marion in Adelaide and Westfield Fountain Gate in Melbourne — opened in October.
- The expansion comes as Sephora commemorates ten years in the market, according to a press release. The stores feature over 100 brands, including Selena Gomez’s Rare Beauty, Paula’s Choice and Rihanna’s Fenty Beauty.
- Sephora said the stores, which are all equipped with beauty and hair studios, boast a “thoughtfully curated and trend-forward beauty assortment,” and reflect its passion for experiential retail. The beauty and hair studios will be continuously updated to reflect the newest trends, the company said in the release.
Dive Insight:
Sephora continues to pursue global expansion with its latest move. In September, Sephora also reopened its flagship in Singapore and redesigned a Melbourne, Australia, location.
"We are excited to offer our customers an immersive beauty experience where they can explore our extensive product range and engage with the latest beauty tech and digital elements,” Sephora Australia and New Zealand General Manager Mark O'Keefe said in a statement. “Our Sephora stores represent the perfect blend of innovation and experience, allowing our customers to immerse themselves in the world's best beauty brand.”
Domestically, Sephora’s footprint continues to grow as well. Shopping center operator Tanger in June announced it plans to add five new Sephora stores to its outlet portfolio in 2024. The stores will be located in Charleston, South Carolina; Deer Park, New York; National Harbor, Maryland; Palm Beach, Florida; and in the Phoenix area.
Sephora has more than 3,000 stores and offers nearly 500 brands.
The retailer has also invested in efforts to bring new brands to its assortment. In September, the retailer opened applications for its 2025 incubator program. BIPOC beauty brand founders can apply to be a part of the six-month curriculum, which includes mentorship, financial support and the chance to launch at Sephora.
