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Nest Opens First Shop-in-Shop

Laura Slatkin takes her brand back to where it started—Neiman's

DALLAS — Nest Fragrances launched at Neiman Marcus back in 2008, so it’s only fitting that its first shop-in-shop made its debut at the retailer’s flagship at NorthPark Center here.

“This is the first of many,” declared Laura Slatkin, Nest founder and chief executive officer, during a visit Friday at the boutique. “It’s an important step in our evolution as a brand that people understand the integration of personal fragrance and home fragrance and how we use different fragrances to create different moods. We plan to roll out Nest boutiques worldwide.”

The 200-square-foot space could quadruple sales to $1 million its first year, according to industry sources. Slatkin declined to confirm the estimate.  It’s the only brick-and-mortar spot where every Nest category is represented.

Slatkin expects another shop to open in November at Neiman’s in Plano, Tex., with Coral Gables, Fla., on tap for January and another 13 Neiman’s doors throughout 2015, she added.

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She said she’ll probably start approaching department stores about potential Nest shops in the fourth quarter of 2015, which is also when she expects to open a New York flagship.

Nest home products are sold year-round in 28 units of Bloomingdale’s, 29 Nordstrom, 39 Saks and about 1,500 specialty stores nationwide. Sephora introduced the eaux de parfum last fall and stocks them in 177 stores and online.

Slatkin started Nest in 2005 with private-label home fragrances and now boasts 80 luxury accounts, including Ralph Lauren, Christian Dior, Calvin Klein, Vera Wang and Godiva.