Perfumania Holdings, Inc. has opened its first concept store, and it is a “multisensory fragrance destination,” the company says.

The new store is located in Thornton, Colorado at the newly constructed Denver Premium Outlets. Perfumania says it will roll out the new store design to key markets throughout 2019. 

The new store is 900 square feet — and “redefines the fragrance shopping experience,” the company says. The store is designed to engage, educate and inspire consumers.

“This store will act as an interactive fragrance hub with expanded product offerings, and will provide a vision for the brand’s future retail expansion,” states Perfumania.

Nicole Anello Rose, chief merchant of Perfumania, says, “Our store at Denver Premium Outlets is the vision for our future retail locations. 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. We hope this store welcomes both loyal fragrance lovers and attracts curious new customers as we celebrate the beauty and artistry of scent.”

The open-sell environment features a hands-on Discovery Hub and tools to help navigate notes of fresh, woody, spicy and floral. An omnichannel Scent Gallery offers shoppers an opportunity to explore an array of over 40 fragrances and take home samples of their favorites.

Rose adds, “Connecting with our customer is paramount. We want to make fragrance part of our consumers’ daily life – more than just for a special occasion. 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.

A Modern Design, To Engage

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

Faucheux explains, “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. 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.