Chanel has closed the New York outpost of its experiential retail idea.
The legacy model’s Atelier Beauté, beforehand located in Manhattan’s SoHo on Wooster Road, has closed.
“Since opening its doorways in 2019, the Atelier Beauté Chanel has offered an progressive, digitally enhanced setting geared toward elevating our shoppers’ experiences,” Chanel stated in an announcement. “We now have lately determined to combine the innovation apply within the current [fragrance and beauty] operational mannequin. We stay dedicated to delivering distinctive service and pioneering new methods to fulfill our shoppers’ wants.”
The idea included an experiential perfume room and a bunch of companies, from make-up to forehead styling.
Chanel’s magnificence gross sales grew single digits in 2024 to an estimated $8.54 billion with power in face make-up offsetting a flat perfume enterprise, as reported.
Among the many 26 perfume and sweetness hubs it opened globally that 12 months is Home of Magnificence, the same experiential idea in Paris that melds the model’s full magnificence vary with a therapy providing of face and physique protocols, make-up companies and extra.
In 2023, Chanel expanded its bodily presence in New York with a devoted perfume and sweetness boutique in Williamsburg.
“We glance to ascertain a presence in markets the place our chanel.com shoppers are most concentrated to additional construct upon these current relationships with omnichannel experiences, in addition to in markets the place we imagine there’s a excessive potential to construct new consumer relationships,” stated Barbara Menarguez, Chanel Inc.’s perfume and sweetness normal supervisor, on the time. Menarguez has since retired and was succeeded by Emilie de Tramasure, who assumed the position in September 2024.
The transfer comes at a time when manufacturers are betting on their very own shops, with Dior opening a handful and Hourglass becoming a member of the combination with a brand new SoHo flagship lately.
