Fragrance.com has branched into its first brick-and-mortar location.
The perfume e-tailer has opened a pop-up shop in the Roosevelt Field Mall in Garden City, N.Y., for the holiday season. The idea is to test the market and evaluate the potential for further pop-ups, said the company’s vice president of business development Patti Kapla.
“We’ve been around a long time and we’ve always discussed, ‘you know, let’s do a pop-up shop,’ but it’s never been the right time,” Kapla said. “”We want to continue to build the brand and educate the consumer offline as well as online.”
If this pop-up goes well, the business may open others in the future, she said. “Our hope is that this is not going to be the only one,” Kapla said.
The 1,500-square-foot shop, similar to Fragrance.com, offers products at a discount. The physical store location will have 1,700 stockkeeping units with almost 900 fragrances, Kapla said, including scents from Dolce & Gabbana, Calvin Klein, Versace, Michael Kors, Perry Ellis, Chloé, Cartier, Coach, Gucci, Juicy, Jimmy Choo and Ralph Lauren, as well as gift sets, celebrity fragrances and children’s fragrances. The store will also have iPads available for customers to read about fragrance notes and reviews, as well as a grand opening event on Dec. 8.
While many of the fragrances the store carries are mainstream, some will be less obvious. “We’re hoping it’s going to be a [differentiated] fragrance shopping experience,” Kapla said. “People now — there isn’t just one fragrance on their shelf. They are opening up their noses to a broader array of [scents].”
Read more from this week’s WWD:
The New Frontier: Direct-to-Consumer Fragrances: Hawthorne for Men, Phlur, Pinrose and Commodity Goods are part of a direct-to-consumer fragrance category growing online.
Jessica Alba’s Honest Beauty Expands, Plans Canada Launch: The beauty brand is also looking to move into Western Europe and Australia.
Retail Employment Rises Across the Board: Specialty stores and department stored boosted payrolls in September.