Sephora announces new Australian flagship store

Sephora Australia’s flagship will reopen on January 20, 2021 after a complete design transformation.

Housed in a heritage building along Pitt Street Mall, the new store keeps innovation and seamless customer experience at its core.

“Six years after Sephora opened its first store in Sydney, Australia, and we’re so excited to reopen our iconic flagship with a fresh and energetic store design that is all about experiential retail while preserving the heritage of Soul Pattinson Building," said Sephora Asia president, Alia Gogi.

"The new flagship store brings together all the elements that our Sydney customer is passionate about – a wide exclusive brand portfolio, personalised services and differentiated rewards for our loyal customers."

New store highlights include:

Heritage meets contemporary design

Located at 158-160 Pitt Street, the new Sephora Pitt Street Flagship resides in the historic Soul Pattinson Building, a 135-year-old Victorian heritage building that is a perfect blend of old and new.

With a floor space of 470sqm, the new flagship will showcase all brands on one floor and upstairs a space for Sephora University, where Sephora Beauty Advisors will discover new products and master their skills.

A runway featuring the iconic black and white calepinage will direct customers from the front entrance through to the dedicated check-out area at the rear of the store. Upon entering the store, customers will be treated to an entrance void over 7m in height wrapped in edge lit black and white panels complemented with a suspended digital video wall that plays educational beauty content on the go.

The new Pitt Street flagship brings Sephora’s DNA to life with a large space for customers to explore, try and test the latest products and trends, in a safe and welcoming environment that follows the strictest hygiene rules. 

Elevated Sephora services 

Customers can enjoy hair styling with The Blow On-The-Go, a fast and effortless dry style service perfect for when they need style in a flash (pre bookings required).

Signature brow services from waxing to tinting at the Benefit Cosmetics Brow Bar are also back. 

In addition, the new store introduces two Beauty Studios with adjustable mirror lighting and multiple application stations for customers to explore and play

New brand offering 

The much-awaited Fenty Skin, set to launch exclusively with Sephora, will also be available at the Pitt Street store, where the first 100 in line for the opening will receive an exclusive Fenty Skin kit (valued at AUD $59).

In addition Sephora Pitt Street will also be introducing a brand-new Niche Fragrance offering expanding across brands like Nest, Ayu, Goldfield and Banks, Bon Parfumeur and more.

The new concept design will also house a dedicated space at the front of the store for brand activations.

Reopening exclusives 

Customers who make a purchase at Sephora Pitt Street between January 20 - 24 will have the chance to win a surprise gift from the Sephora Vending Machine. All customers who participate will receive 2x deluxe samples.

In addition, the 20 lucky customers who receive a Golden Ticket from the Sephora Vending Machine will potentially win a Fenty Skin Starter Pack, Huda Beauty Pastel Obsessions Set, a Dyson Corrale and much more!

“We are thrilled to be re-opening our flagship store on Pitt Street in the beautiful Soul Pattinson building and to give back to our customers who have supported us over the past few years,” said Sephora Australia general manager, Beth Glancey.