“Beauty Retailer Launches First Physical Store, with Plans for More”

Online retailer Adore Beauty has opened up its first physical store and 9News was given an exclusive look inside the Melbourne space.

“This is the first of many stores,” Adore Beauty chief executive Sacha Laing said.

“We’ll be opening a national footprint of stores over the next 18 to 24 months, all around the country.”

The beauty brand has made the move to jump onto the “hands-on” shopping experience market leader Mecca does so well.

“When you go to bricks and mortar your costs go up dramatically, but customer is going to spend a lot more per purchase, because you have the option to upsell them to something they didn’t consider,” NABTRADE’s head of investor behaviour Gemma Dale said.

Adore isn’t the only retailer going back to bricks and mortar.

Atomica, backed by retail giant Wesfarmers, has also opened a pilot store aiming to give consumers a try-before-you-buy experience.

The company is pitching itself as an affordable beauty service experience, with its own unique brands.

“If you don’t have exclusivity, you don’t have pricing power and that’s really tricky,” Dale said. 

“Trying to find exclusive brands that resonate with an audience is going to be really important.”