End of an era: Mecca exits Myer stores after nearly two decades
The full exit is expected by the end of September 2026.
AUSTRALIA – Mecca, an Australian beauty retailer, has terminated its 17-year partnership with department store chain Myer to prioritize standalone store expansion.
Mecca products occupied space in seven of Myer’s 56 nationwide locations since the late 2000s, with gradual closures starting in late 2025.
Mecca calls this a logical evolution, freeing capital for bigger standalone venues that showcase entire brand portfolios, Beauty Labs treatments, and unique in-store activities.
Operating over 110 stores across Australia and New Zealand with 7,000+ staff, Mecca prioritizes physical visits amid stable demographics: 3% under 15, 25% aged 15-24, 32% 25-34, and 40% over 45.
Revenue hit USD 1.2 billion in 2023 (up 25%), though profits edged to USD 27 million amid costs, bolstered by 4.6 million loyal Beauty Loop members.
Meanwhile, Mecca recently launched one of the world’s largest standalone beauty stores in Melbourne’s central Bourke Street location.
This flagship occupies 4,000 square meters across three floors in the historic EW Cole Building, a 1930s structure once famous as Cole’s Book Arcade, one of the biggest bookstores ever.
The site now showcases around 200 top beauty brands, more than 80 services, and employs over 300 staff members.
Sydney firm Studio McQualter oversaw a major restoration that preserved original elements like arched windows, terrazzo floors, and ornate tiles while integrating modern retail aesthetics.
The design transforms the venue into an “all-day destination” promising fresh experiences with each visit. Key zones include the immersive “Perfumeria” fragrance gallery, an “Apothecary” staffed by naturopaths for advice on sleep and gut health, a “Beauty Atelier” for hair, makeup, and nails, and “Mecca Aesthetica” offering clinical treatments such as meso-needling and microdermabrasion.
A standout ground-floor feature, the sculptural “Beauty Carousel,” seats up to 12 people for communal product trials, technique lessons, and staff interactions, fostering a lively atmosphere of makeup joy and colour exploration.
The store introduces the global first “Meccaversity Auditorium,” a dedicated beauty education hub for ongoing workshops, masterclasses, events, and talks.
Mecca’s journey began with its first Melbourne outlet in 1997, and it has since grown to over 100 stores across Australia and New Zealand.
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