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Industry buzz

Perfumania opens first concept store in Denver

The US fragrance retailer has launched a new 900 square foot concept store in the newly constructed Denver Premium Outlets [1] with the aim “to redefine the fragrance shopping experience”. According to the company, the opening marks the start of future retail expansion plans.

"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."

Discovery and experimentation

The new retail concept intends to place experience and discovery at its core, with the aim to offer consumers a journey through the world of fragrance merging the worlds of art and science. The store features a 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.

"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" said Scott Faucheux, creative director of marketing firm OSK New York, who envisioned the store design. "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."

Moreover, mobile checkout will give customers flexibility and ease for a seamless shopping experience.

Footnotes

[1Perfumania Store - Denver Premium Outlets, 13801 Grant Street, Thornton, CO 80023, USA

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