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This week, Glossy spotlights the power of specialty stores. While department stores’ demands and terms are turning brands away, specialty stores — often offering new awareness, desirable brand alignment, target consumer-focused curations and inspiring physical footprints — are becoming go-to retail partners. We’re spotlighting five U.S. stores that leading brands are betting on now.
When Jake Levy and Matt Belanger opened the second outpost of their fragrance store Stéle in Manhattan’s Nolita neighborhood in January, they were stepping into an already saturated perfume corridor. The Mott Street store was just a stone’s throw away from more established perfume names, including outposts from Le Labo and D.S. & Durga and multi-brand boutique Scent Bar.
But Belanger and Levy knew they had a winning formula on their hands; their original Williamsburg store, opened just nine months prior, was already stocking beloved indie brands like Stora Skuggan and Marissa Zappas and had won endorsements from fragrance experts like podcaster Emma Vernon. Belanger and Levy knew they needed more space to meet the demand of their fraghead audience.
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