AMR Hair and Beauty stock in Victoria. Source: supplied.

Sophie Venz

Click-and-collect: How a quick pivot helped AMR Hair and Beauty triple its e-commerce business

Sophie Venz
5 minute Read

At the 2004 Sydney Royal Easter Show there was a single stall selling something other than showbags, and a 14-year-old Ammar Issa was the helm.

It would be another two years until Issa could register his business name (he had to wait until he was 16 years old), and while it’s no longer showground stalls Issa is competing with, the hard work has certainly paid off.

As of 2021, his business AMR Hair and Beauty has around 75 staff in its Australian operations, and more employed in the UK; four brick-and-mortar stores, with others currently being built; and it earns more than $100 million in revenue a year.

Issa attributes his business growth to ‘looking after the B2B more’, and disrupting the industry by supplying hair and beauty products mostly to trade customers. When asked how the business stands out compared to competitors, such as Adore Beauty and AusHair, Issa reiterates this B2B notion, saying AMR “didn’t push too much into [the] consumer market”.

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