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Perfumania Expands Its Doors
By: Leslie Benson
Posted: January 9, 2009, from the January 2009 issue of GCI Magazine.
Ray Piergiorgi, COO, Perfumania Holdings
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A third distinction setting Perfumania apart from its competitors is the special attention it has given since 2005 to Spanish-speaking populations through store expansion in Southern Florida, Texas, Southern California, New York City and Puerto Rico. In 2008, Perfumania opened 53 new stores, bringing its total to 388 locations. In 2009, the perfumery chain will unveil additional newly designed store prototypes in select U.S. malls. The expansion will feature more celebrity fragrance launches and relatively unknown fragrance brands developed by start-ups from around the globe looking for U.S. distribution. “Fragrance is truly an international business,” Piergiorgi says. “Because of our quality sales associates, we can take these ‘unknown’ brands and sell them in our stores. These relationships are why we have the widest selection of fragrances in the U.S.”
After 20-plus years of working in the beauty industry, Piergiorgi understands the beauty market. “I don’t know if the industry is changing or consumers’ habits are,” he says, “but consumers are looking for lower prices and a wider selection. This has resulted in a shift from regional malls to outlet centers. All designers and manufacturers have outlet stores, and they carry all of the latest items and styles. This is where people are going to shop.”