New Life for Perfumania

Perfumania is back and with a new concept store that puts experiences on the front burner. The 30-year-old retailer is ready to reclaim its share of the $4 billion prestige fragrance business with a buzzy — and yes, Instagrammable — new look.

Opening Sept. 27 in the new Denver Premium Outlets, the 900-square-foot store is designed to maintain the existing consumer base while courting new shoppers by demystifying the scent selection process. The store is the first since Perfumania emerged from Chapter 11 just shy of a year ago as a private and streamlined operation.

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