Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/html/wp-includes/functions.php on line 6260 Dior Opens First U.S. Beauty Boutique in NY's Soho Neighborhood - Beauty Packaging

What are you searching for?

Sign in
Beauty Industry

Dior Opens First U.S. Beauty Boutique in NY’s Soho Neighborhood

The opening signals the start of LVMH's expansion into brick-and-mortar Dior Beauty stores in North America.

Author Image

By: Marie Redding

Senior Editor, Rodman Media

Dior opened its first-ever brick-and-mortar beauty store in the U.S. yesterday, in New York City’s SoHo neighborhood. The opening signals the start of LVMH’s expansion into brick-and-mortar in North America. 

The France-based LVMH-owned brand has a stand-alone fragrance boutique at JFK Airport, which opened last year. It promotes the La Collection Privée line of perfumes, soaps, body creams, and candles.

Related: Rihanna stars in Parfums Christian Dior’s new fragrance camapiagn for J’adore.

WWD posted the news today on LinkedIn, stating, “The move is part of a broader effort to further brand equity with consumers in North America.” Next year, we can expect additional stores open in California, Florida, and Canada. 

Charlotte Holman Ros, president of North America of Christian Dior Parfums, tells WWD, “Our North Star is brand desirability, and building Parfums Christian Dior into the most desirable, number-one, leading luxury fashion beauty house in the U.S. We’ve set out some very clear strategic priorities around building that and securing leadership in all key categories.”

Bustle reports shoppers will have the opportunity to visit the store’s consultation area to “truly experience bespoke Haute Parfumerie.”

The new boutique is located at 109 Greene St., which is near Dior’s men’s and women’s fashion stores.  

The festive gold centerpiece on the display table in the photo above marks the start of the holiday shopping season—and celebrates La Collection Privée Christian Dior fragrances, skincare, and makeup products.

Read Next

L’Occitane en Provence Opens First-of-its-Kind Boutique in NYC

Add us as a preferred source on Google

Get the latest Beauty Packaging news, insights and analysis in your Google Search and AI experiences.

Add Beauty Packaging as a preferred source on Google (opens in a new tab)

Keep Up With Our Content. Subscribe To Beauty Packaging Newsletters

Topics