Australian department store David Jones has reopened its Beauty Floor at its Bourke Street Flagship in Melbourne as part of a $15 million investment.
The launch of the space was marked by an exclusive breakfast attended by media, influencers and industry partners at the Bourke Street store.
“David Jones offers a world-class curation of luxury Australian and international beauty brands, and we are delighted to welcome our customers into our reimagined Bourke Street Flagship, where a full immersion into the world of our brands awaits,” David Jones GM of beauty Alicia Shoolman said.
“The refreshed Bourke Street Beauty Floor has been designed with specific zones showcasing our offer across luxury skincare, makeup, fragrance and emerging categories such as hair and wellness. The zoning supports a seamless customer journey that inspires and encourages discovery, and the inclusion of an additional seven private beauty rooms on the floor supports our commitment to delivering services and immersive brand experiences, like no other.
“We are also proud and excited to welcome some new brands to the Bourke Street offering, including Anastasia Beverly Hills, Rationale and Aesop, which will open in October.”
The launch of the space comes ahead of David Jones’ Festival of Beauty next week from August 22 to 25, which includes activations across the department store, including entertainment and masterclasses. Concierge staff will also be present to guide customers across the new floor.
“Welcoming over nine million visitors annually, our Bourke Street Flagship is a true destination, and we are proud that the ground floor beauty space is now the perfect stage for our beautiful beauty offer, complementing our incredible brand, product and services available across our other categories,” Shoolman said.