THE WHAT? Dior has opened its first bricks and mortar store for beauty and fragrance in the US. The LVMH-owned brand chose a site in New York’s SoHo neighborhood. Further locations will follow in Canada, California and Florida.
THE DETAILS According to a report published by WWD, the store will show case the brand’s ultra luxe offer with the Rouge Premiere lipstick range, L’Or de Vie skin care line and La Collection Privee fragrance collection placed front and center.
THE WHY? Charlotte Holman Ros, President of North America, Christian Dior Parfums, told WWD that the move into bricks and mortar was part of a wider drive to build brand equity with shoppers across North America.
“Our North Star is brand desirability, and building Christian Dior Parfums into the most desirable, number-one, leading luxury fashion beauty house in the US,” she explained to WWD. “We’ve set out some very clear strategic priorities around building that and securing leadership in all key categories.”