Decjuba, the renowned fashion retailer, is set to make a foray into the world of beauty products, with a grand launch scheduled for October.

The Decjuba Beauty line will encompass an array of 34 beauty essentials, designed to enhance lips, nails, cheeks, and eyes.

Simultaneously, the brand is poised to entice shoppers with a pop-up store at Melbourne’s Southland shopping center in the same month.

Tania Austin, owner and CEO of Decjuba, emphasised the brand’s unique perspective, telling The Australian, “We are not merely a beauty or skincare retailer. This collection represents the Grab and Go handbag essentials that seamlessly complement the Decjuba brand.”

The brand is also making waves in the world of fashion, with plans to establish its first brick-and-mortar store in Singapore next year, marking its maiden voyage into the Asian market. This strategic decision comes on the heels of growth in the brand’s international e-commerce operations, which now contribute a substantial 20 per cent to the group’s total sales.

Austin shared her perspective on the enduring appeal of physical stores, saying, “For a long time, I questioned the need for physical stores abroad. However, each time I step into a well-curated shopping center, I’m reminded of the unique experiential aspect that draws consumers back. They revel in it, and there’s undoubtedly a strong demand for this.”

With the late 2024 opening of the Singapore store now taking center stage as Decjuba’s “No 1 focus” for Asian expansion, the brand’s global journey is poised to reach new heights.

Decjuba is also set to focus on younger customers with the introduction of the Decjuba Kids brand, debuting in eight D-luxe concept stores this month. In addition to this, the brand has joined forces with Melbourne-based menswear luminary, Mr Simple, to offer its first line of men’s undergarments, available both online and in 15 of Decjuba’s larger stores.

As Decjuba’s story continues to unfold, the final touches are being applied to its new head office in the Melbourne suburb of Cremorne, with an opening scheduled for early next year.

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