Adore Beauty Declares First Bricks and Mortar Outlet Open for Business

As many of Australia’s traditional retailers are only just getting up to speed with the concept of transacting online, some pureplay retailers are doing almost exactly the opposite. Now, Melbourne-based skincare and cosmetic pureplay, Adore Beauty has announced the opening of its first physical store.

Adore Beauty Founder, Kate Morris
Adore Beauty’s Founder, Kate Morris believes the new Skin Centre will be a successful customer service channel.

The new Adore Beauty Skin Centre is located on Victoria Street, Brunswick and offers consumers a range of professional skin treatments, including microdermabrasion and sonophoresis – services that the online store cannot offer.

Customers also have access to buy from a range of retail products available on the Adore Beauty website.

“Adore Beauty has always been about more than just selling products online,” says Founder Kate Morris. “What gets us up in the morning is helping Australian women find the most effective solutions to their beauty concerns.”

Morris believes that by creating a physical presence for her retail brand she will be better able to provide the level of service and advice that Adore Beauty aims to furnish its clientele with. While the company has specialised in this capability online for 13 years now, the store will add a much needed extra channel.

“I do consider online and bricks-and-mortar retailing to be interdependent and mutually beneficial,” says Morris. “Often customers will want the convenience of being able to order online at 10pm, but there will be other times where the best solution is to get some face-to-face advice and treatment.”

Nevertheless, Morris states that she firmly believes online retail will continue to have the greatest growth potential for her business, and as such it will remain the focus of her efforts.

UPDATE: Morris has confirmed that Adore Beauty did in fact operate a small store in Carlton North from 2004 to 2011, which was designed as a showroom-style retail outlet for the business’s warehouse and offices. However, “the Skin Centre is our first standalone bricks and mortar operation,” she confirms.

3 thoughts on “Adore Beauty Declares First Bricks and Mortar Outlet Open for Business

    • Terry Sheers
    • 22nd May

    They used to have a salon a couple of years back, so this is not their first ever store…

    • Helen Bradshaw
    • 22nd May

    Not quite true . . . Adore Beauty did have a Retail Outlet with a Beauty Salon in Carlton until they moved to Brunswick in 2011.

  1. Thank you Helen and Terry for your interest, as well as your attention to detail.

    I have reached out to Ms. Morris and updated the story as a result.


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