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The first step to the Nest Fragrances' first standalone brick-and-mortar store — the one that the fancy candle brand has supposedly had in the works for forever and a day — is a 125-square-foot pop-up shop that opened last week in Brookfield Place. Nest is taking an approach similar to Givenchy's beauty pop-up in Soho by "testing" physical retail to engage both new and existing customers, WWD is reporting, to see how a permanent store might work.
"It's an important part of our strategic vision for the customer to understand the scope of our brand," Nest CEO Nancy McKay told the paper. "If she's at Sephora shopping for [fine] fragrance, she may not realize we do home [fragrance] as well — we see retail as a way to engage her even more."
The brand is carried in several places throughout the city, including Sephora, Bloomingdale's, Saks Fifth Avenue, and Bluemercury, but this will be the first time the perfumes and body creams will be sold alongside the candles and reed diffusers. There's plenty of the holiday collection, too.
The pop-up will be open until January 9th in the Winter Garden, and Nest didn't give the paper any hints on when or where we could expect a real store in the future.