Dossier Opens First Brick-and-Mortar Store in NYC's Scent Row

Dossier Opens First Brick-and-Mortar Store in NYC's Scent Row

Table of Contents

  1. Key Highlights
  2. Introduction
  3. The Rise of Dossier
  4. The Impact of Social Media
  5. The New Store Experience
  6. Future Expansion Plans
  7. Behind the Scenes: Crafting Quality Fragrances
  8. Consumer Behavior and Scent Trends
  9. Conclusion
  10. FAQ

Key Highlights

  • Dossier, a popular TikTok fragrance brand, is launching its first physical store on Elizabeth Street in NoLita, NYC.
  • The store will feature both the "Impressions" line of affordable dupes and the new "Originals" line of unique fragrances.
  • Dossier's growth has been significantly fueled by social media, particularly TikTok, which has become a major sales channel.
  • The brand plans to expand its product offerings in 2025, focusing on recreating popular niche fragrances.

Introduction

In the world of fragrance, where a single bottle can cost upwards of $300, a new player is shaking up the industry by offering luxury-inspired scents at a fraction of the price. Dossier, a TikTok sensation recognized for its "Impressions" line—affordable dupes of high-end perfumes—has officially announced the opening of its first brick-and-mortar store in New York City. Located on Elizabeth Street in NoLita, an area already home to a plethora of fragrance boutiques, this new establishment marks a significant milestone for the brand and the fragrance sector as a whole. As consumers increasingly seek to build their scent wardrobes without breaking the bank, Dossier's innovative approach could redefine the fragrance shopping experience. This article explores the implications of Dossier's expansion, the role of social media in its success, and what the future may hold for the brand and the fragrance market.

The Rise of Dossier

Dossier was founded in 2019 by Sergio Tache, who aimed to democratize the world of high-end fragrances. The brand's initial offerings included an assortment of 20 scents inspired by popular luxury fragrances such as Dior's Sauvage and Chanel's Coco Mademoiselle. Tache's vision was simple yet powerful: to provide consumers with quality fragrances at accessible prices. This concept resonated immediately with customers, leading to swift success.

The Business Model

Dossier operates primarily on a direct-to-consumer model, which allows it to maintain lower prices compared to traditional retail brands. By cutting out the middleman, Dossier offers products like its best-selling Ambery Saffron—priced at just $49, compared to its luxury counterpart, Maison Francis Kurkdjian’s Baccarat Rouge 540, which retails for $335. This strategy has not only attracted budget-conscious consumers but has also positioned Dossier as a viable alternative to established luxury brands.

The Impact of Social Media

Social media, particularly TikTok, has played a critical role in Dossier's growth trajectory. In 2024 alone, the brand generated approximately $4.4 million in sales through TikTok Shop, with a significant portion of its newer "Originals" line emerging from this platform. Tache notes that TikTok has not only been instrumental in driving sales but also in product discovery, allowing consumers to explore fragrances in a more engaging environment.

The TikTok Effect

Consumers today are increasingly influenced by social media trends, and Dossier has effectively harnessed this power. The brand’s marketing strategy includes collaborations with influencers, who introduce Dossier’s products to their followers, creating a community of fragrance enthusiasts. This strategy aligns well with the growing trend of "scent-layering," where consumers mix different fragrances to create personalized scents.

The New Store Experience

The new Dossier store, located at 242 Elizabeth Street, is designed to enhance consumer engagement and brand loyalty. Spanning 1,300 square feet, the boutique will showcase both the Impressions and Originals lines, providing a space where customers can experience the fragrances firsthand. Tache expresses enthusiasm for the store, stating, “We wanted to have a branded space where we control the environment and can talk about our Impressions, our Originals, and help consumers through their discovery of Dossier.”

Layout and Design

In the store, fragrances will be organized according to six scent families: florals, aromatic, fresh, spicy, fruity, and musky. This thoughtful organization is intended to facilitate scent discovery, enabling customers to explore and find their ideal fragrances in a tactile setting. The store will feature dedicated sections for the Originals line, which has gained traction since its launch in 2023.

Future Expansion Plans

Dossier is not stopping at its NoLita store. The brand plans to open another location at Queens Center mall later this summer, aimed at understanding different retail environments. Tache compares Dossier's strategy to that of Warby Parker, which began online and successfully expanded to physical stores, now generating a significant portion of its revenue from these locations.

Product Launches and Innovations

In 2025, Dossier aims to launch eight new Impressions, focusing on recreating popular niche fragrances rather than just designer scents. Recent introductions include a dupe for Parfums de Marly's Delina, named Ambery Rose. This shift reflects a growing trend in the fragrance market where consumers are increasingly drawn to niche brands.

Behind the Scenes: Crafting Quality Fragrances

Dossier takes pride in the quality of its products. The brand collaborates with perfumers based in Grasse, France, to ensure that its fragrances not only smell similar to their luxury counterparts but also maintain that quality over time. Ines Guien, Dossier's vice president of operations, emphasizes the brand's commitment to precision, stating, “We like to say you cannot smell the difference between the two.”

Quality Control

Dossier's approach to quality control sets it apart from other dupe brands, which often struggle to replicate the longevity of a fragrance. By focusing on the complete scent experience, Dossier has carved out a niche that appeals to consumers looking for both affordability and quality.

Consumer Behavior and Scent Trends

As the fragrance market evolves, consumer behavior is shifting towards more personalized and diverse scent options. The concept of "fragrance wardrobing," where individuals curate a collection of scents for different occasions and moods, is gaining popularity. Dossier's budget-friendly approach allows consumers to experiment and build their fragrance wardrobes without the financial burden typically associated with high-end perfumes.

Scent Layering

Scent layering, the practice of combining multiple fragrances, is becoming an increasingly popular trend. Dossier's diverse range of scents enables consumers to mix and match, encouraging creativity and personalization in fragrance selection. This trend reflects a broader shift in consumer expectations, where individuals seek unique expressions of identity through scent.

Conclusion

Dossier's foray into the brick-and-mortar retail space represents a pivotal moment not just for the brand, but for the fragrance industry as a whole. By combining affordability with quality and leveraging the influence of social media, Dossier is well-positioned to capture a significant share of the market. As it continues to expand and innovate, the brand is likely to inspire a new generation of fragrance enthusiasts who prioritize both value and experience.

FAQ

What is Dossier known for?

Dossier is a fragrance brand known for offering affordable dupes of high-end perfumes. The brand has gained popularity through its direct-to-consumer model and strong presence on social media, particularly TikTok.

Where is Dossier's first store located?

Dossier's first brick-and-mortar store is located at 242 Elizabeth Street in NoLita, New York City.

What types of products does Dossier sell?

Dossier sells two main lines of fragrances: the "Impressions" line, which features dupes of luxury fragrances, and the "Originals" line, which consists of unique scents created by the brand.

How has social media impacted Dossier's growth?

Social media, particularly TikTok, has significantly contributed to Dossier's growth by driving sales and facilitating product discovery through influencer collaborations and user-generated content.

What are Dossier's future plans?

Dossier plans to open additional stores, including a location at Queens Center mall, and aims to launch new Impressions and Originals fragrances in 2025, focusing on recreating popular niche scents.

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