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Sephora to open in Melbourne


Global cosmetics giant Sephora has announced it will open its first Melbourne at Melbourne Central before year’s end.

The 550sqm store, located on Level 1 of Melbourne Central will be Sephora’s second Australian store, after opening in Sydney in 2014.

The new Melbourne Central store will be uniquely positioned alongside the historical Coops Shot Tower, one of three 19th Century shot towers remaining in Australia. The tower, which stands at 50 metres tall, is an iconic architectural destination, located in the heart of the La Trobe St building.

Sephora Australia country manager, Libby Amelia, said the introduction of the beauty giant into Melbourne Central would offer Victorian beauty enthusiasts long-awaited access to popular brand.

“We explored several different location options for the Melbourne store, but Melbourne Central was the front runner,” Amelia said. “The CBD location, the high calibre of retailers, and the size of the space available were all attractive factors which led us to choose this exciting shopping destination.”

Amelia said that the major success of Sephora’s Sydney store led to anticipation and demand for Sephora from beauty fans in Melbourne.

“Melbourne has always been on our radar, it was just a matter of timing and the right location – both hugely important to Sephora,” she said. “With every store opening, we need to ensure our customers receive the same unique experience as they would overseas. It’s a place for discovery, entertaining, and expertise – and this needs to be replicated at each and every store.”

GPT head of investment management for retail, Brett Williams, said Sephora’s arrival will be a major coup for Melbourne Central.

“We’re seeing a significant revitalisation in the retail landscape of the Melbourne CBD and Melbourne Central is right at the heart of that change,” Williams said.

“Sephora has a strong international reputation and its introduction reinforces Melbourne Central’s unique and iconic position within the Melbourne market and the broader Australian retail market.”

Amelia said Sephora will continue to expand its presence across the country, and hopes to move into other states in due course.

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