Sephora opens 12th Aussie location at Central Coast
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Global beauty retailer Sephora has today opened a new store today at Erina Fair, the company’s 12th Australian retail location, and seventh New South Wales store.
Continuing their investment in brick-and-mortar stores, Sephora’s country manager, Libby Amelia, said “freedom to experience” is at the core of the cosmetics chain’s model.
“After almost three years in the market our core customers know all about our exclusive brands like Tarte, Marc Jacobs Beauty, Fenty Beauty, Kat Von D and Huda, but with an ever-increasing list of new makeup, skincare, hair care and lifestyle brands, we know our customers are crying out for the opportunity to touch, play experience our brands, products and services too,”Amelia said.
“We want our customers to be able to come into our stores whenever they like, for as long as they like,” she said. “You can touch and feel and play – being left to your own devices, or you can ask one of our experienced Beauty Advisors to guide you.”
Stephen Ross, centre manager, said adding Sephora to Erina’s mix meant consumers “no longer have to travel outside the region to get their beauty fix of Sephora’s brands”.
The global chain recently opened in concept stores in Spain and France, hinting at the LVMH-owned cosmetics retailer’s future design direction.
Questions & Answers
Q.How many stores does Sephora now operate in Australia and specifically in New South Wales?
How many stores does Sephora now operate in Australia and specifically in New South Wales?
Sephora now has 12 retail locations across Australia. Seven of these stores are situated within New South Wales, with the new Erina Fair store being the latest addition to their portfolio in the state.
Q.What is the core principle guiding Sephora's physical store strategy?
What is the core principle guiding Sephora's physical store strategy?
The core principle behind Sephora's physical store strategy is 'freedom to experience'. This allows customers to interact directly with products, touch, play, and explore brands and services at their leisure, with or without expert guidance.
Q.Which exclusive brands does Sephora highlight as well-known to its core customers?
Which exclusive brands does Sephora highlight as well-known to its core customers?
Sephora highlights several exclusive brands that its core customers are familiar with. These include Tarte, Marc Jacobs Beauty, Fenty Beauty, Kat Von D, and Huda, among an expanding list of other makeup, skincare, and haircare offerings.
Q.Where else has Sephora recently opened stores that may indicate future design trends?
Where else has Sephora recently opened stores that may indicate future design trends?
Sephora has recently opened concept stores in Spain and France. These new international locations are suggested to provide an indication of the future design direction for the LVMH-owned cosmetics retailer's outlets.
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