Adore Beauty opens its 16th store at Melbourne Central, its largest yet.
Adore Beauty opened its 16th store at Melbourne Central, marking its fourth opening of the year. The flagship features a curated range of more than 150 brands and a double‑sized layout compared with a typical store.
The store includes an in‑store K‑beauty shop and an advanced treatment menu staffed by expert dermal therapists and beauty advisors. Adore Beauty chose Melbourne Central for its high‑profile platform, noting the centre attracts 55 million visitors each year and generates over $700 million in retail sales annually. The opening follows recent stores in Kotara, Parramatta, Robine and Hurstville. The retailer plans to open additional locations in Miranda and Karrinyup later this year, aiming for a combined total of 25 Adore Beauty and Ikou stores by year‑end. Adore Beauty described the Melbourne Central location as having a “renewed look” and said it is part of the retailer’s ongoing brick‑and‑mortar expansion strategy.
“Melbourne Central represents the next evolution of Adore Beauty: A store built around our obsession with formulas, results, exceptional service and expert advice,” Sacha Laing, Adore Beauty CEO said.
Earlier this year Adore Beauty opened stores in Kotara, Parramatta, Robine and Hurstville. The retailer plans to open additional locations in Miranda and Karrinyup later this year, aiming for a combined total of 25 Adore Beauty and Ikou stores by the end of the year.
What we know
Melbourne Central is now home to Adore Beauty’s 16th store, its largest yet.
Marking Adore Beauty’s fourth opening of the year, the Melbourne Central flagship is part of the retailer’s ongoing brick-and-mortar expansion strategy.
This flagship brings that expertise to life, with an advanced treatment menu, expert dermal therapists, beauty advisors, and a curated range of more than 150 brands in the heart of Melbourne.
The retailer said it chose Melbourne Central for its “high-profile platform”, citing the 55 million visitors it attracts annually and more than $700 million in retail sales each year.