As it enters physical retail, Australian online beauty retailer Adore Beauty has teamed up with Tutch to ensure that customers visiting its newly minted brick-and-mortar stores will still have access to the more than 14,000 products in its online catalog.
Through the Tutch in-store digital platform, Adore Beauty customers will be able to purchase products available in stores while also curating a cart of products that are only available online, which will be sent to them after they’ve finished shopping. Customers also can use the in-store kiosk to find reviews, ingredients and more information on any product in the Adore Beauty catalog.
In 2024, the online beauty and personal care market in Australia had a 12.5% share of overall revenues for the category, highlighting the ongoing importance of physical retail. In response, Adore Beauty Group launched a three-year strategy aimed at turning itself into an omnichannel beauty retailer, with a target of 30% revenue growth. Part of the plan includes launching more than 25 physical locations, the first of which will open later this month at the Westfield Southland Shopping Centre in Melbourne.
Tutch’s endless aisle digital kiosks will be an integral part of the store experience at this first store and the others scheduled to open later this year. Adore Beauty’s second store will be located at the Watergardens Shopping Centre, also in Melbourne.
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“Adore Beauty has strong foundations poised for material growth,” said the retailer’s CEO Sacha Laing in a statement. “Taking the group from a pure-play online beauty platform into an omnichannel beauty authority is a natural evolution.”
“There’s a common misconception among retailers that online and in-store shopping journeys are two separate experiences, and that focusing on one means sacrificing parts of the other,” said Greg Jones, CEO of Tutch in a statement. “Together with Adore Beauty, we’re proving that these experiences can seamlessly blend into one continuous journey, allowing customers to benefit from the advantages of both online and in-store shopping.”