Boy Smells Opens First Store in SoHo: A Bold Move Amidst Rebranding Challenges
Niche fragrance brand Boy Smells has officially opened its first brick-and-mortar store in New York’s vibrant SoHo district, marking a significant milestone in its journey. This new location is not merely a retail space; it represents a strategic effort to reconnect with both new and existing customers while reaffirming the brand’s core values.
A Unique Shopping Experience
The SoHo store features an innovative “peep show” area, allowing customers to engage directly with fragrances like “Cowboy Kush” and “Citrush,” each priced at $78. The interior design blends industrial concrete and brushed aluminum with sheer curtains, reflecting the brand’s evolved identity. This aesthetic aims to create a layered experience that resonates with the brand’s ethos of inclusivity and creativity.
The Road to Rebranding
Boy Smells has faced a tumultuous path leading up to this store opening. In April, the brand introduced refreshed packaging and branding in hopes of revitalizing its image. This move came after a period of declining sales, prompting a group of investors led by the brand agency General Idea to acquire Boy Smells in 2023. The goal was to inject new life into the brand and generate excitement among consumers.
However, the rebranding did not go as smoothly as anticipated. Some long-time fans expressed disappointment over the changes, which included new bottle designs, altered formulations, and the introduction of three new scents. Critics accused the brand of abandoning its roots and selling out, particularly within the queer community that had initially embraced it.
Fan Reactions and Brand Identity
Zach Weal, the company’s president, acknowledged the backlash, stating, “It was very jarring for people.” The negative feedback was palpable, with social media platforms like TikTok and Reddit buzzing with discontent. Many fans felt that the brand’s visual transformation was too drastic, leading to feelings of alienation.
Founded in 2016 by Matthew Herman and David Kien, Boy Smells quickly gained traction for its “genderful” range of scents that defied traditional gender norms. The brand’s original packaging-simple black and pink-was a nod to its queer identity. Playful product names like “Citrush,” inspired by party drugs, and “Cowboy Kush,” created in collaboration with country singer Kacey Musgraves, solidified its position as a brand that celebrated adult, queer culture.
The Shift in Strategy
The rebranding included brighter, duochrome packaging and new scents like “Sugar Baby” and “Rosy Cheeks.” While Weal claimed the changes aimed to broaden the brand’s appeal, some critics labeled it the “Temu-fication” of Boy Smells, suggesting that the brand had compromised its identity for mass-market appeal.
Despite the initial backlash, Weal reported that the rebrand has led to impressive sales figures. After the new packaging was introduced, Sephora sold out a month’s worth of stock in just days. Recent campaigns, including the relaunch of “Citrush” as a perfume, have garnered positive feedback, indicating a potential turnaround for the brand.
Navigating Financial Challenges
Weal emphasized that the rebranding was not merely cosmetic but a necessary evolution for the brand’s survival. “Boy Smells was not in a financially healthy place and was likely going to go out of business,” he admitted. The changes were part of a gradual process initiated after the acquisition by General Idea, which involved analyzing customer feedback and shifting focus from home fragrances to personal scents.
Historically, fragrance sales accounted for about 30% of the brand’s revenue, but that figure has now surged to approximately 70%. The brand has also increased the concentration of pure fragrance in its products to 25%, enhancing their longevity and addressing customer concerns about performance.
Commitment to the LGBTQ+ Community
Despite the changes, Weal insists that Boy Smells remains committed to its LGBTQ+ roots. The new store, located near other high-end perfumeries, aims to reinforce this commitment. The brand’s recent campaigns have featured prominent LGBTQ+ figures, including Vivian Wilson, the estranged daughter of tech billionaire Elon Musk, as the lead model in its Coco Crush campaign. This initiative is touted as the only fragrance campaign at Sephora to feature an openly transgender model.
Additionally, collaborations with brands like Bratz serve as a tribute to the young LGBTQ+ community, while a portion of profits from the relaunch of “Citrush” is donated to The Trevor Foundation, an organization dedicated to supporting LGBTQ youth.
A Space for Learning and Exploration
The design of the SoHo store is intended to reflect the brand’s “genderful” philosophy. The juxtaposition of industrial and cozy elements aims to create a welcoming environment for newcomers to the brand. The store will not only showcase the full range of Boy Smells products but also feature exclusive scents, allowing customers to explore various price points.
Weal envisions expanding the brand’s physical presence, with plans to open up to four new stores in cities like Los Angeles and Miami next year. He believes that having dedicated retail spaces will be crucial for sustaining growth and enhancing customer engagement.
Conclusion
Boy Smells’ first store in SoHo represents a pivotal moment for the brand as it navigates the complexities of rebranding and customer expectations. While the journey has been fraught with challenges, the company’s commitment to inclusivity and creativity remains steadfast. As it seeks to broaden its appeal and reconnect with its roots, Boy Smells is poised to carve out a unique niche in the competitive fragrance market. The success of this venture will likely depend on its ability to balance innovation with the values that initially endeared it to its loyal customer base.
