Mecca will stake its claim as one of the world’s biggest beauty boutiques when it opens its new flagship on Melbourne’s Bourke St in the new year. Three times the size of its flagship in Sydney, the eye-catching totem, located between George St and Market St, Mecca Melbourne, will be set up over three 4000 square metres.

By getting here, Mecca has managed to disrupt one of global business’s most enduring phenomena: Despite having the financial heft of luxury goods giant LVMH, which has owned Sephora since 1997, and being No. 1 in nearly every region, Sephora has struggled. Dethroning Mecca in its own territory.

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