Wesfarmers (ASX:WES) rebranded its Sydney outlet Priceline as Atomica aiming to experiment with mid-range beauty products, the Australian Financial Review reported on Sunday, citing health managing director Emily Amos.
The company intends to open four more such stores by the end of the financial year, after which the company will hold off the rollout and evaluate, the report said.
The company aims to compete with the likes of Mecca and Sephora with moderate pricing, with products ranging from brands like Bubble Skincare, Pixi, Innisfree, and CeraVe, among others, according to the report.
Westfarmers did not immediately respond to a request for comment by MT Newswires.
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