Woolworths snaps up a 25 per cent stake in Aussie online beauty leader Adore Beauty

SUPERMARKET giant Woolworths has seen the potential in Australian-owned beauty e-tailer Adore Beauty, buying a 25 per cent stake to help grow the business even further.

Woolies’ latest ‘beautiful’ move

WOOLWORTHS has snapped up a 25 per cent stake in Australian beauty e-tailer Adore Beauty as part of the company’s efforts to grow the business and expand their mobile reach.

It’s a remarkable achievement for the Australian-owned business which started in a Melbourne garage 15 years ago when founder and CEO Kate Morris was just 21.

From humble beginnings back in 1999 when adorebeauty.com.au had just two small cosmetic brands on board, it has now grown to stock over 8,000 products from 140 authorised brands.

“After 15 years of self-funding and tripling in size over the last three years, we’re now taking the next step in our incredible growth journey,” Adore Beauty founder and CEO, Kate Morris said.

Owner of Adore Beauty Kate Morris has been inducted into the Australian Businesswomen's Network Hall of Fame.

“This investment will strengthen and cement our position as Australia’s leading premium beauty e-tailer. I’m very excited about the possibilities it brings.

“Adore Beauty now has access to the resources needed to grow to its full potential: the leading online retail destination for premium beauty.”

Emily Amos, General Manager, Woolworths Marketplace said: “We are pleased to be able to support a growing and innovative Australian online retailer like Adore Beauty in a channel that is traditionally held by international players. We believe Adore will achieve its ambition of being the number one online premium beauty retailer in Australia.”

Morris is hoping that the cash injection will help the business attract new customers and increase its marketing potential.

Since then, the business has grown to have an annual turnover of $10 million per year.

Morris has started the business in 1999 with just $12,000.

Adore Beauty now stocks products from premier local and international brands including Clinique, Lancôme, Kérastase, Jurlique, Dermalogica, and Benefit and the site offers free shipping on orders within Australia.

In 2014, Morris was awarded the Telstra Business Women’s Award for Innovation, and was recently inducted into the Australian Businesswomen’s Network Hall of Fame.

Adore Beauty has also been scooping up accolades, making the 2014 lists for the Deloitte Asia Pacific Tech Fast 500, Deloitte Tech Fast 50 Australia, and SmartCompany Smart 50.

Kate Morris says she hopes the Woolworths deal will help her grow the business’s mobile sales.