Olfactory NYC Expands Its Fragrance Experience with New Store in Dallas
Olfactory NYC, a custom perfume maker renowned for its unique approach to fragrance, is set to enhance its presence in the United States with the opening of its ninth retail location in Dallas, Texas. This new store, located in the upscale West Village shopping center, marks a significant milestone as it is the brand’s first venture into the Lone Star State. The soft opening is scheduled for this month, with the official launch slated for October 24.
A Unique Fragrance Journey
Founded by JJ Vittoria, Olfactory NYC offers a distinctive experience that allows customers to create their own personalized scents. The process begins with selecting a base from nine gender-neutral core fragrances, crafted by esteemed perfumers, including Frank Voelkl, known for his work on popular scents like Le Labo’s Santal 33 and Glossier’s You. Customers then have the opportunity to customize their fragrance by choosing various accords, guided by knowledgeable advisors. This semi-bespoke approach culminates in a personalized scent, complete with a hand-stamped label and custom packaging.
In addition to its signature fragrances, Olfactory NYC also provides a selection of scented body care products and solid perfumes. For those unable to visit a physical store, the brand offers online customization options starting at $85.
Targeting Secondary Markets
Vittoria emphasizes the brand’s strategy of focusing on secondary markets and mid-sized cities, which he believes are often overlooked by major beauty brands. “We have a big opportunity with secondary markets,” he stated, citing cities like Raleigh and New Orleans as potential targets. These areas are home to affluent consumers who may not yet identify as fragrance enthusiasts but are eager for a unique experience.
Olfactory NYC’s successful locations, including Atlanta and Washington D.C., demonstrate the viability of this approach. Vittoria notes that the brand does not compete with niche fragrance labels; instead, it caters to customers who are more interested in the creative process of scent-making than in brand prestige.
A Social Experience
While Olfactory NYC does not actively market itself as a venue for social gatherings, the store has become a popular destination for groups of friends, colleagues, and couples. Vittoria shared that there have been two in-store proposals from couples who had their first date at an Olfactory location, highlighting the brand’s role in creating memorable experiences.
The financial outlook for new stores is promising, with most becoming profitable within two to three months of opening. The initial investment is typically recouped within a year, and the company anticipates sales reaching $15 million this year.
Future Expansion Plans
Looking ahead, Olfactory NYC has ambitious plans for further expansion. The company is eyeing new locations in Philadelphia and Chicago, with hopes to finalize these openings by the end of the year. Additionally, Nashville and Charleston are on the radar for potential stores in 2026. Vittoria also mentioned the possibility of entering wholesale distribution in the future, broadening the brand’s reach.
“There are massive cities where there’s not much to do that’s not eating, drinking, or sports,” Vittoria remarked. “We see an opportunity to provide something fun and engaging that many brands are not focusing on.”
Conclusion
Olfactory NYC’s expansion into Dallas represents not just a growth in retail presence but also a commitment to redefining the fragrance shopping experience. By focusing on personalization and community engagement, the brand is carving out a niche that appeals to a diverse range of consumers. As it continues to explore new markets and innovative approaches, Olfactory NYC is poised to become a significant player in the fragrance industry, offering a unique blend of creativity and customer experience.
