Chanel has extended its reach at Bloomingdale’s 59th Street flagship by opening a second counter on the main floor fragrance department.
“We are always looking for new ways to raise the bar in terms of the assortment and service that we offer,” said Howard Kreitzman, Bloomingdale’s vice president and divisional merchandising manager of cosmetics. “The new, innovative space from Chanel is the perfect example of this commitment, and it brings excitement to not only the fragrance area but the entire store.”
Dubbed Espace Parfum, the new counter is dedicated to merchandising Chanel’s fragrances, primarily the Les Exclusifs collection and other limited distribution scents.
“The counter was designed by our deputy perfumer Christopher Sheldrake, and the concept was to really fit all of our 51 fragrances in a very rare experience. We have this olfactive table with ceramic blotters, and the whole idea is to discover the fragrance in a very different way, much deeper and closer to the real scent,” said Christine Dagousset, executive vice president of Fragrance and Beauty. The minimalistic white, L-shaped counter, which is patented and exclusive to Chanel, will include the company’s better-known brands, such as Chanel No. 5, Allure and Chance. Chanel did not break out numbers, and executives wouldn’t discuss figures. But according to industry sources, sales of the fragrances have increased by 46 percent during the two months the new counter has been in operation. One industry observer speculated that the new counter could ultimately add $800,000 to $1 million in sales to Chanel’s business at Bloomingdale’s.
“The goal and objective for Chanel is not always a financial one — it’s about the image and experience,” said Joyce Green, Chanel’s senior vice president of sales, “so that’s how we will measure its success.”