Perfumania Opens Its First Concept Store

Jamie Grill-Goodman
Editor in Chief
Jamie goodman
A hands-on Discovery Hub and mobile checkout modernize this concept store.

Designer fragrances retailer Perfumania Holdings, Inc. has launched a new concept store in the Denver Premium Outlets meant to provide a vision for the brand's future retail expansion.

The 900-square-foot space boasts a new store model designed to engage, educate and inspire today's consumers, as well as be an interactive fragrance hub. From entry to exit, the multisensory boutique works collectively to offer shoppers an unparalleled assortment of product, education and service.

Mobile checkout gives customers flexibility and ease for a seamless shopping experience. The new concept store sets the tone for the company and the types of brands they hope to attract, including exploration of new categories. By rethinking retail for the next generation of fragrance enthusiasts, Perfumania will continue to elevate the experience for both its fragrance partners and loyal consumers.

"Our store at Denver Premium Outlets is the vision for our future retail locations,” noted Nicole Anello Rose, chief merchant of Perfumania,. “Today's retail climate presents challenges from an activation, creative and sales standpoint. As the consumer evolves, our brand is evolving to offer an elevated fragrance shopping experience.”

Placing experience and discovery at the core of the redesign, a continually evolving open-sell environment features a hands-on Discovery Hub and tools to help navigate notes of fresh, woody, spicy and floral, as well as an omnichannel Scent Gallery offering customers an opportunity to explore an array of over 40 fragrances and take home samples of their favorites.

Perfumania's dedication to discovery is further reflected in the extensive product selection of new launches, best-sellers and exposure to niche designers and lifestyle brands.

"Connecting with our customer is paramount.  We want to make fragrance part of our consumers' daily life – more than just for a special occasion", says Rose. "Our goal is to surprise and appeal to our consumer's lifestyle by highlighting on-trend and niche products to complement our current fragrance offerings."

Integrating the traditional elements of personalized service, in-store experts will be on hand to assist, while the Discovery Hub Scent Finder will allow the customer to digitally engage and browse product independently. Additionally, the Hub will offer educational opportunities and activations, giving consumers insight into the world of fragrance.

Envisioned by Scott Faucheux, creative director of marketing firm OSK New York, the store design aims to inform and delight customers on their own terms, which challenges the traditional approach to retail.

"Our aim has been to create a flexible store concept that is simple, easy to navigate and ever-evolving so that the design can respond to customers' need uniquely at each store location" Faucheux says. "We used a warm palette to create an inviting atmosphere while allowing the color stories of product and the seasonal artwork to periodically transform the space and give people a reason to return and see what's new."

Rotating to refresh and inspire, the curated artwork further highlights the artistry of fragrance. The visual combination of these activations and design elements offer shareable media moments throughout the space to further engage the consumer.

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