tutch, the in-store digital platform giving shoppers access to every product in a retailers’ product ecosystems through a seamless connected experience, today announced it has been selected by Adore Beauty, Australia’s leading online beauty retailer, to provide its endless aisle capabilities for the retailer’s highly anticipated entry into physical retail. Together, the companies will provide a solution to integrate Adore Beauty's online offerings with its in-store experience, ensuring a seamless omnichannel strategy.

Despite the growth in online sales, physical retail stores remain a vital component of the beauty and skincare market. As of 2024, the online beauty and personal care market held a revenue share of approximately 12.5% in Australia, suggesting that around 87.5% of sales still occur through physical retail channels. This indicates that pure-play retailers are losing access to a large segment of the market because they lack a physical store presence.

Adore Beauty Group’s three-year strategy to become a leading omnichannel beauty retailer targeting 30 percent revenue growth, and doubling its EBIT margin was announced at its AGM in November 2024. Adore Beauty’s plan to launch over 25 stores is expected to drive considerable growth in sales and market share over the next three years. This initiative aims to improve profit margins, enhance the synergy between physical and online sales, achieve over 500,000 in-store transactions annually, and expand the customer base by more than 100,000 each year.

CEO Sacha Laing commented on the shift into physical retail, stating, “Adore Beauty has strong foundations poised for material growth. Taking the group from a pure-play online beauty platform into an omni-channel beauty authority is a natural evolution for the Group.”

The tutch platform is uniquely suited to support Adore Beauty’s vision of blending the best of e-commerce with in-store interaction. Through its endless aisle capabilities, tutch enables retailers to offer their entire product catalog in-store, overcoming the limitations of physical shelf space and empowering customers to discover and purchase products with ease. Customers at the Adore Beauty retail stores will benefit from this blended experience, being able to purchase products available in store, while curating a cart from products only available online. A customer's online items are sent to them after they’ve finished shopping. Further, customers can use the in-store kiosk to find reviews, ingredients and more information on any of the products in the Adore Beauty catalog, whether they are in-store or online.

“There’s a common misconception among retailers that online and in-store shopping journeys are two separate experiences, and that focusing on one means sacrificing parts of the other. Together with Adore Beauty, we’re proving that these experiences can seamlessly blend into one continuous journey, allowing customers to benefit from the advantages of both online and in-store shopping,” said Greg Jones, CEO of tutch.

The rollout of tutch’s endless aisle digital kiosks will begin with Adore Beauty’s first store at Westfield Southland Shopping Centre in Melbourne, set to open in early February, and then continue with the beauty retailer’s second store at Watergardens Shopping Centre, also located in Melbourne.

This announcement further builds on tutch’s proven success with retail stores across Australia and the United States. Previous case studies include its collaboration with Fairchild RMN to boost customer engagement and sales, specialty store chain Between the Flags to drive retail growth and optimise transactions during peak times, and Beacon Lighting to blend the digital and physical environments to transform the in-store customer sales experience.

About Adore Beauty

Adore Beauty Group Ltd (ASX: ABY) is Australia’s leading online beauty retailer. Its vision is to help customers feel more confident every day by delivering an empowering and engaging beauty shopping experience personalised to their needs.

A 3-year strategic plan, unveiled in November 2024, will see Adore Beauty evolve from a pure e-commerce player to a leading omni-channel beauty authority, delivering a step change in revenue growth and profitability.

Since its launch in 2000, Adore Beauty has evolved to an integrated content, marketing and e-commerce retail platform that partners with a broad and diverse portfolio of over 300 brands and 14,000+ products.

About tutch

tutch an innovative tech company that is transforming the in-store experience. Their digital platform bridges the gap between retailers online and physical businesses to drive greater efficiencies whilst creating world class customer experiences. The tutch platform unlocks a retailers entire inventory and product catalog, regardless of the limitations in a physical space.

Tutch’s intuitive software solution unlocks a new level of connection with customers through high-speed touch screens. The platform enables customers to take control of their research, browsing and transaction experiences, in an innovative and interactive way.

Created by retailers, for retailers, tutch puts customers in control of their shopping experiences.

The Microsoft-backed company has operations in the U.S. and Australia.

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