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Perfumania back from bankruptcy with new store concept

Perfumania Holdings has opened a new prototype that looks to immerse customers in the world of fragrance.

Located in the new Denver Premium Outlets, Thorton, Col., the 900-sq.-ft. space is designed to engage and educate shoppers, and serve as an interactive fragrance hub. It is the first new location Perfumania has opened since it emerged from Chapter 11 nearly one year ago.

"Our store at Denver Premium Outlets is the vision for our future retail locations,” said Nicole Anello Rose, chief merchant of Perfumania. “As the consumer evolves, our brand is evolving to offer an elevated fragrance shopping experience.”

The store, which has an expanded product lineup of both designer and niche brands, aims to help shoppers discover their signature scent. It has an open-sell environment, with such features as a “Discovery Hub” that includes a digital program which allows customers to engage and browse products and also discover their personal scent profile, along with recommendations. Another feature, “Scent Gallery,” gives customers the opportunity to test more than 40 fragrances and take home samples of their favorites.

The store is open and bright. Multiple layers of visual storytelling and interactive elements combine for an immersive, yet individualized beauty experience. Displays of the raw elements used to create scents help to educate shoppers and contribute to the sensory environment.

"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, which designed the new concept. "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."

This strategic initiative exemplifies Perfumania's continued dedication to its consumers while solidifying their position as a premier fragrance destination. From entry to exit, the multisensory boutique works collectively to offer clients an unparalleled assortment of product, education and service. Mobile checkout will give customers flexibility and ease for a seamless shopping experience. The new concept store sets the tone for the company and the types of brands they hope to attract, including exploration of new categories.
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