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Famous luxury skincare brand to reopen in Australia

Crabtree & Evelyn has a new modern, minimalist look. (Source: Crabtree & Evelyn)

Crabtree and Evelyn is setting up shop in Australia once more – but it’ll look markedly different from what you might know and love it for.

The luxury skincare retailer announced in January that it was winding down its Australia operations and shutting its 12 Aussie stories by the end of that month, and we thought that was the end of that.

The brand, founded in Massachusetts, was acquired by Hong Kong-based Nan Hai Corporation in late 2015, and will sport an entirely new look upon its reveal, with the slogan ‘Born curious. Grown wild’.

Crabtree & Evelyn’s new ‘Evelyn Rose’ line. (Source: Crabtree & Evelyn)

As first reported in Inside Retail, Crabtree & Evelyn CEO David Stern said the company would be opening several concept stores in cities around the world which would “host experiences to immerse its communities”.

“The concept stores will likely be in the major cities of the UK, US, Australia and Greater China,” he said, with a Singapore store to open within the next two years.

The company needed to reinvent itself for a digital era, he added.

“We knew we had to reconstruct everything – our brand, our products, our business model – to be welcomed into that community, and to be authentic there could be no half-measures.”

The decision has been made to discontinue all its existing products, close all the stores, and to reintroduce the brand with an entirely different product range.

Two products from Crabtree & Evelyn’s discontinued ‘Rosewater & Pink Peppercorn’ range. (Source: Lara Louise Makeup + Beauty)

The skincare line’s new business model will be “social and digitally driven”, Stern said.

“Our goals are simple – we intend to reinvent the relationship between a brand and its customers, and pioneer a business model for the 21st century.”

According to Crabtree & Evelyn’s website, there are two ranges currently available: a “rose-inspired” collection titled ‘Evelyn Rose’, as well as a genderless range simply titled ‘Crabtree’.

Crabtree & Evelyn’s revival comes as the ‘retail apocalypse’ claimed dozens of Australian bricks and mortar stores that shut up shop across 2018 and 2019.

Just today, Big W confirmed that the first three of thirty stores to close would be in Sydney.

Yahoo Finance has contacted Crabtree & Evelyn for comment.

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