Adore Beauty Expands Physical Network to 20 Stores in Omnichannel Shift
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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.
Questions & Answers
Q.How many physical stores did Adore Beauty open in the last fiscal year, and what is their total store count now?
How many physical stores did Adore Beauty open in the last fiscal year, and what is their total store count now?
Adore Beauty opened 13 physical stores during fiscal 2026. This expansion brought their total number of locations across Australia to 20, significantly increasing their brick-and-mortar presence after 26 years as a digital platform.
Q.Which of Adore Beauty's brands were part of this new store rollout?
Which of Adore Beauty's brands were part of this new store rollout?
The store rollout included 11 flagship Adore Beauty storefronts. Also, two locations were opened under the IKOU brand, expanding the group's physical network across different banners.
Q.Why are online beauty retailers like Adore Beauty investing in physical stores?
Why are online beauty retailers like Adore Beauty investing in physical stores?
Pureplay online beauty retailers in the Asia-Pacific region are facing rising digital customer acquisition costs. Physical networks provide direct access to foot traffic and often lead to higher-margin basket sizes, mirroring broader omnichannel trends.
Q.How much did Adore Beauty invest in this expansion, and where was the money directed?
How much did Adore Beauty invest in this expansion, and where was the money directed?
Group management committed tens of millions of dollars during the year to fund this expansion. These investments covered retail leases, enhancements to supply chain infrastructure, and expanded warehouse capacity to support the growing physical network.
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