Last week, Mecca ended its 17-year retail partnership with Myer, confirming a phased exit from all seven of its remaining Myer concessions.
This, Mecca said, would help it accelerate plans to expand its network of larger-format standalone stores.
But what does it mean for Mecca’s customers and its marketing in the medium term? B&T spoke with University of Sydney Business School lecturer Dr Christina Anthony to find out.
Anthony said Mecca’s move to standalone stores gives it full control over the customer journey and it would allow the brand to “further reinforce its premium positioning and build deeper relationships with its customers.”
That all sounds good. But there is a trade-off. Anthony told B&T that Mecca does risk a decline in discoverability by consumers.
“The trade-off is likely reduced exposure. Retail environments influence consumer decisions through “choice architecture”, which is the way products are presented and organised shapes what consumers notice, compare and ultimately choose.
“By leaving Myer’s shared beauty floor, Mecca removes itself from an environment where consumers naturally browse and compare multiple beauty brands. This is particularly important because Mecca is not just a single beauty brand; it is a multi-brand destination that helps consumers discover and navigate the beauty category.
“If consumers do not encounter Mecca while browsing, they may also miss the opportunity to discover the range of brands, products and experiences that Mecca curates”.
Anthony also raised the “mere exposure effect,” and noted that repeated exposure to a brand “can increase familiarity and make it more likely to be considered in future purchase decisions,”
“While loyal Mecca customers may actively seek out the brand, newer or more casual shoppers may have fewer opportunities to discover the breadth of brands, expertise and experiences that Mecca curates.
“Convenience is only one part of loyalty. For highly engaged Mecca customers, the brand experience, product curation, personalised service and emotional connection with the retailer may outweigh the additional effort required to visit a standalone store,” Anthony added.
The exit followed the opening of Mecca’s multi-storey Bourke Street flagship in Melbourne last August. The flagship store spans 4000 square metres and offers retail from over 200 brands alongside more than 80 services. Mecca operates more than 110 stores across Australia and New Zealand, spanning its Mecca Cosmetica, Mecca Maxima and hybrid Mecca formats.
Closures have been underway since September 2025, with a full withdrawal complete. Mecca has operated concessions in seven Myer stores since the late 2000s.
“We’re proud of the significant chapter Myer has played in MECCA’s journey over the past 17 years. As we both pursue distinct and ambitious growth plans, we have parted ways with shared appreciation for what we’ve achieved together and thank MECCA and their team members for the service provided to our business and customers,” said a Myer spokesperson.
“Looking ahead, our focus remains on delivering a curated, premium, and trend-driven beauty experience, instore and online, that aligns with our customers’ evolving needs and supports the strategic priorities of our business.”
Back in January, when the plan to depart was announced, a Mecca spokesperson described the exit as “a natural next step as Mecca continues to invest in our larger-format standalone stores, where we can offer our full brand line-up and immersive services such as Beauty Labs”.
Myer has separately begun a beauty hall renovation. Mecca’s departure was announced in early January 2026, while the Sydney Beauty Hall redevelopment was announced in mid June, with construction now underway. The renovated hall will span almost 4,500 square metres of makeup, fragrance, services and experiences across two levels, tripling the space currently dedicated to beauty at the store.
Upon completion at the end of the year, the hall will offer more than 200 services across 11 private treatment rooms, two semi-private skin studios, a beauty play bar and an on-floor masterclass space, alongside more than 18 new brands.
