Perfumania Opens Its Doors to the Future with Launch of First Concept Store
Denver becomes home to retailer's re-imagined multisensory fragrance destination, with plans to roll out store design to key markets in 2019.
DENVER, Sept. 27, 2018 /PRNewswire/ -- Perfumania Holdings, Inc., America's leading retailer and destination for designer fragrances, launches a new concept store today. Finding a home in the newly constructed Denver Premium Outlets, the revolutionary 900 square foot space is redefining the fragrance shopping experience with a new store model designed to engage, educate and inspire today's 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.
"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," noted Nicole Anello Rose, Chief Merchant of Perfumania, "We hope this store welcomes both loyal fragrance lovers and attracts curious new customers as we celebrate the beauty and artistry of scent."
DESIGNED TO EDUCATE & EXPERIMENT
Placing experience and discovery at the core of the redesign, Perfumania aims to lead consumers to discover their signature scent by merging the worlds of art and science for an elevated journey through the world of fragrance. 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", said 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.
DESIGNED TO ENGAGE
The modern store design reinvents the brick-and-mortar retail experience for the next generation of fragrance enthusiasts, addressing their shopping behaviors and desires to learn more about the highly personal category. Simultaneously, the new concept aims to demystify fragrance and enchant customers with multiple layers of innovative design, visual storytelling and interactive elements for an immersive, yet individualized beauty 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. "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" he 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.
DESIGNED WITH INTENTION
This strategic initiative exemplifies Perfumania's continued dedication to its consumers while solidifying their position as a premier fragrance destination. From entry to exit, the multisensory boutique works collectively to offer clients an unparalleled assortment of product, education and service. Mobile checkout will give 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.
Perfumania Store is located at
Denver Premium Outlets
13801 Grant Street
Thornton, CO 80023
Join the conversation on Instagram at @perfumania
About Perfumania Holdings, Inc.
Perfumania Holdings, Inc. is the largest specialty retailer and distributor of fragrances and related beauty products across the United States. Perfumania has a 30 year history of innovative marketing and sales management, brand development, license sourcing and wholesale distribution making it the premier destination for fragrances and other beauty supplies. The Company operates retail stores and e-commerce specializing in the sale of fragrances and related products across the United States and Puerto Rico. The Company also operates a wholesale distribution network, selling to mass retail, department stores as well as domestic and international distributors. For additional information please visit www.perfumaniaholdings.com.
SOURCE Perfumania Holdings, Inc.
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