Founder-Led Fragrance House Dossier Opens Immersive Flagship Store in New York’s NoLita District
NEW YORK – November 26, 2025 – Direct-to-consumer fragrance brand Dossier today unveiled its first flagship boutique at 242 Elizabeth Street in Manhattan’s NoLita neighborhood, marking a strategic pivot from digital-native operations to experiential brick-and-mortar retail. The 1,800-square-foot space introduces proprietary scent-mapping technology and sustainable sampling systems, reflecting founder-led innovation in the $62 billion retail media landscape .
The opening aligns with a broader industry shift toward immersive retail strategies. In 2025, experiential retail has evolved from premium brand accessory to market necessity, with 61% of consumers preferring to physically experience products before purchasing . According to recent analysis by InfoVision, stores must now function as destinations where shoppers explore, connect, and interact with brands in ways e-commerce cannot replicate. This transformation is particularly critical for fragrance, where tactile and olfactory engagement drives conversion . Dossier’s flagship addresses this through six interactive scent families that guide customers through personalized fragrance journeys, supported by real-time traffic analytics that optimize store flow and inventory.
The boutique’s centerpiece is the proprietary ScentLab system, developed in partnership with Gaudier’s Paperscent technology, which enables zero-waste fragrance testing while preserving perfume integrity. Interactive displays allow visitors to build digital scent profiles, receive AI-driven recommendations, and create custom perfume wardrobes. “This boutique has been years in the making,” says Sergio Tache, Founder & CEO of Dossier. “After launching online in 2019 and testing demand through our pop-up last year, we knew our community craved an offline experience where they could truly engage with fragrance artistry. This space isn’t just about discovery—it’s about belonging.”
Dossier’s investment in physical retail reflects data showing flagship stores generate 57% higher customer spending when emotional brand connections are established . The company, which achieved 340% revenue growth since 2021 through its e-commerce platform, projects the flagship will drive a 25% increase in omnichannel customer lifetime value. The location also serves as a content hub, with a dedicated studio for creator collaborations and monthly perfumery workshops. Sarah Chen, Founder-Led Brand Opens First Flagship Store With Experiential Retail Chief Creative Officer, notes: “We wanted to create the ultimate immersive perfume experience for our guests. Upon entering, customers are introduced to our scent families which guide their journey through our collections. It’s not just about smelling fragrances—it’s about understanding the craft and building a personal collection.”
The UK jewelry market’s resilience provides a parallel for fragrance retail’s physical rebound. Despite economic pressures, the jewelry sector maintained a 3.58% compound annual growth rate, with brands like Astrid & Miyu demonstrating that experiential retail investments yield measurable e-commerce halo effects . Dossier anticipates similar cross-channel synergies, with the flagship projected to increase web traffic by 18% in the New York metropolitan area through localized brand awareness.
About Dossier
Founded in 2019 by Sergio Tache, Dossier is a New York-based fragrance house democratizing luxury perfumery through transparent pricing and sustainable practices. The company offers vegan, cruelty-free scents inspired by iconic fragrances, with a commitment to making premium perfumery accessible. Dossier has sold over 2 million bottles globally and operates on a direct-to-consumer model emphasizing community-driven product development.
Media Contact:
Sarha Al-Mansoori
Director of Corporate Communications
G42
Email: media@g42.ai
Phone: +971 2555 0100
Website:www.g42.ai
