How the company outsmarted LVMH’s Sephora

When Mecca opens its new flagship on Melbourne’s Bourke Street in the New Year, it will lay claim to being one of the largest beauty boutiques in the world. Situated at George Street and Market Street, Melbourne’s Mecca, the glamorous totem is three times the size of the Sydney flagship and will be spread over three levels across 4,000 square meters.

In achieving this, Mecca managed to upend one of the most enduring phenomena in global business: Despite the financial weight of luxury goods giant LVMH, which has owned Sephora since 1997, and being number one in almost every other territory, Sephora has struggled. to overthrow Mecca on her native soil.

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