Beauty retailer, Sephora, has continued its Australian expansion, today announcing it will open its 10th store at Charlestown Square, NSW, in September.

“We are keeping the Sephora momentum going in 2017 with the opening of our third new store this year,” said Sephora country manager, Libby Amelia.

“As our sixth NSW store and 10th store nationwide, we couldn’t be more excited to bring another touch-point for our brands and services to even more of our customers in Australia.”

Sephora said the Charlestown location will service a new catchment of consumers from the Newcastle region, the second-largest city in NSW.

Charlestown Square is a prime shopping and entertainment location in the Newcastle/Hunter Valley area, home to over 65 stores unique to the area.

“Sephora’s most recent Macarthur Square opening drew in a crowd of over 1,500 customers by the time the doors opened at 11.00am,” said Amelia. “The first people in line left home at midnight to drive two hours to get there, and started the queue at 2.00am.”

“As we grow our footprint in the Australian market it’s so important to us that we continue to invigorate and inspire our customers, bringing them the best brands, services and experiences – and the Charlestown location will really deliver that.”

Dwight Hodgetts, Charlestown Square general manager said the global beauty chain’s arrival was a big win for shoppers in the Hunter. “We’re very excited about the news that Sephora is coming to Charlestown Square and we know that the shoppers of the Hunter are going to give them a huge welcome when they open their doors”, said Hodgetts.

Meanwhile, Sephora recently unveiled its first new concept mini-store format, in Boston.

The Sephora Studio is contained within just 2000 sqft (190 sqm) and – in the company’s words – has an “emphasis on artistry and skincare services”.

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