Nest Fragrances is popping up at Brookfield Place.
Last Friday, Dec. 11, the New York-based fine fragrance and candle company opened up a temporary, 125-square-foot space in The Winter Garden, just in time for the holiday shopping rush.
Chief executive officer Nancy McKay said that the brand has seen strong growth in e-commerce sales this year — Nest is sold online at neimanmarcus.com, saksfifthavenue.com and nordstrom.com, and launched on netaporter.com last month — and wanted to build on that momentum to “test a retail moment that is ours.”
Aside from attracting new customers, McKay said the pop-up shop is a way to engage the existing Nest shopper in a way that is not possible via its existing retail distribution. “It’s an important part of our strategic vision for the customer to understand the scope of our brand,” said McKay. “If she’s at Sephora shopping for [fine] fragrance, she may not realize we do home [fragrance] as well — we see retail as a way to engage her even more.”
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The brand already lays claim to a wide retail distribution in high-end department and specialty stores. Nest home fragrances can be purchased at Bloomingdale’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue and Blue Mercury stores. Nest fine fragrances, which includes eau de parfums and body creams, are available exclusively at Sephora.
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The pop-up shop houses three fixtures carrying a total of 115 stockkeeping units, including various sizes of three fine fragrance scents, and items such as candles and reed diffusers from the brand’s holiday and core collections. The Festive Collection, which includes the Hearth scent, a 2015 holiday launch, will be prominently displayed. “Gifting is a huge part of our brand,” said McKay of the focus on holiday items for sale.
The pop-up is slated to stay open until Jan. 9. It will serve as a brick-and-mortar test for the brand, as McKay said Nest is interested in moving into stand-alone retail. “It’s that first step.”