Adore Beauty Expands Physical Network to 20 Stores in Omnichannel Shift

Adore Beauty opened 13 physical stores during fiscal 2026. The Melbourne online retailer now has 20 locations across Australia.

This expansion more than doubled its brick-and-mortar footprint. The brand had operated primarily as a pureplay digital platform for 26 years.

Store Rollout Across Two Banners

Openings included 11 flagship Adore Beauty storefronts and two locations under the IKOU brand. Group management committed tens of millions of dollars during the year to fund retail leases, supply chain infrastructure and expanded warehouse capacity.

Those physical storefronts trade alongside the digital platform. Customer retention efforts helped expand the Adore Rewards loyalty program to 538,000 active participants during the financial year.

Shifting Channel Economics

Pureplay online beauty retailers across the Asia-Pacific region face climbing digital customer acquisition costs. Physical networks give digital operators direct access to foot traffic and higher-margin basket sizes, mirroring omnichannel rollouts across regional markets.

Another five physical stores are scheduled to open as the company builds out its national retail pipeline.