Weekend Gold Coast Bulletin

New site a thing of beauty

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GLOBAL beauty store Sephora is set to open its second Queensland store at Westfield Chermside in Brisbane.

The April 6 opening will be Sephora’s eighth Australian store after opening at the Gold Coast’s Pacific Fair Shopping Centre last July.

Sephora Australia country manager Libby Amelia said Sephora, owned by global luxury giant LVMH and which stocks more than 100 brands from budget to luxury, had ongoing plans for growth and investment in Australia.

“Queensland has been on our radar from day one from when we opened our first store in Sydney in 2014. It’s been a key market for us,” she said.

“Pacific Fair has done tremendous­ly well for us.”

With a focus on customer service and in-store makeovers, the beauty giant competes directly with David Jones and Myer, which are both suffering subdued sales. But unlike the big department stores, Sephora staff do not work for a specific beauty brand.

“Our beauty therapists aren’t trying to push a particular brand … people want the choice and this approach is more aligned with the way people shop,” Ms Amelia said.

Australian retailers are being squeezed with the arrival of big internatio­nal brands such as Zara, H& M and Uniqlo.

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