Woolies invests in Adore Beauty

Adore BeautyWoolworths Limited has taken a 25 per cent stake in Australian beauty e-tailer Adore Beauty, it remains 75 per cent owned by the company’s founders and will operate independently of Woolworths.

Adore Beauty will retain its own branding and identity as a retailer of prestige and niche beauty brands.

It stocks more than 5500 products from 140 authorised brands, including Clinique, Lancôme, Kérastase, Jurlique, Dermalogica, and Benefit. The site offers free shipping on orders within Australia.

Woolworths is Australia’s largest domestic online retailer and brings decades of experience as well as significant marketing and logistics resources.

Woolworths manages some of Australia’s most recognised and trusted brands, including Dan Murphy’s, BWS, BIG W, EziBuy, Thomas Dux, Langton’s, and Woolworths Supermarkets.

Kate Morris, founder and CEO of Adore Beauty, said the business is taking the next step in its growth strategy.

“After 15 years of self funding and tripling in size over the last three years, we’re now taking the next step in our incredible growth journey,” she said.

“This investment will strengthen and cement our position as Australia’s leading premium beauty e-tailer. I’m very excited about the possibilities it brings.

“As a proudly Australian-owned business, I am particularly passionate about winning back Australian customers who may previously been shopping offshore.”

Emily Amos, GM, Woolworths Marketplace said: “We are pleased to be able to support a growing and innovative Australian online retailer like Adore Beauty in a channel that is traditionally held by international players. We believe Adore will achieve its ambition of being the number one online premium beauty retailer in Australia.”

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