Mecca ends partnership with Myer to invest in standalone stores

Mecca has ended its partnership with retailer Myer after 17 years. The move comes as Mecca is opening its own stores following the success of its flagship locations around Australia. 

The beauty brand says it’s time for it to go independent and continue to invest in large-format standalone stores. It aims to offer a wider range of experiences for its customers, including beauty labs and other services. 

Mecca’s exit from Myer is a gradual process and will last until September this year, when all products will be removed from shelves. For nearly two decades, Mecca has retailed in seven of Myer’s department stores.

The beauty company’s current stores are divided into Maxima and Cosmetica. In the Maxima stores, Mecca introduces a more vibrant and trend-driven concept, featuring a wider range of brands to choose from.

In Cosmetica stores, there is a higher focus on luxury, featuring a curated selection of high-end brands.

It also has a combined store, named Mecca, which offers a blend of the two in one location.

Beauty boom in retail

Beauty offerings in Australia are experiencing an increase as large retailers, such as Big W, Woolworths, and Coles, expand their assortment of personal care brands and products.

This trend is also visible outside of Australia, as beauty retailers in the US, such as Ulta, and UK-based retailers such as Skn To Skn and Boots, also increased the number of brands held last summer.

A previous report from Boots, published early last year, outlined that although social media continues to drive product discovery, 94% of consumers still prefer in-store shopping for cosmetics. This trend signals the blurring of boundaries between digital and physical retail spaces.