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David Jones partners with Sephora

David Jones and Sephora have entered a strategic partnership that will see the beauty brand open a concept store in David Jones’ Bourke Street flagship in Melbourne this spring.

The concept store will offer exclusive products and interactive technologies, creating a unique shopping experience.

David Jones chief executive David Thomas said the partnership aligns with the company’s efforts to provide the very latest beauty innovations, brands and products from around the globe, along with expert service and specialised advice.

“This latest partnership with Sephora advances our vision of bringing our customers the best brands and experiences, both locally and globally,” Thomas said.

The Bourke Street concept store will stock Sephora’s own-brand collection, alongside a carefully curated list of exclusive brands like Fenty Beauty, Fresh, Givenchy, IT Cosmetics and Marc Jacobs Beauty, according to Sephora country manager Libby Amelia.

The store design will stay true to the cosmetic company’s iconic black-and-white branding, but Amelia said the concept store would introduce some new ideas to the Australian market, where Sephora has been expanding its footprint.

“Sephora is a revolutionary name in beauty around the world, and we are excited to continue our expansion and expression of the brand here in Australia,” Amelia said.

David Jones’s partnership with Sephora is the latest in a string of recent collaborations with major brands, such as Louis Vuitton, Chanel, Gucci and Givenchy, MIMCO, and The Walt Disney Company.

The partnerships are an effort to to offer consumers something they can’t get anywhere else to turn around a “significantly disruptive and difficult year” in which the department store saw operating profit fall 58.3 per cent year over year.

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