Dossier
From DTC to Storefront: How rekon Retail® Helped Dossier Build a Scalable Retail Model
We made it possible
When Dossier, the digital-native fragrance brand known for making luxury scent more accessible, set out to enter physical retail, they partnered with rekon Retail® to turn the brand into an in-store experience built for learning, testing and growth. The goal was not simply to open a store, but to validate how the brand should show up in person and create a model that could be repeated as retail expansion evolved.
The first step was a flagship boutique in Nolita on Elizabeth Street, a high-traffic destination with strong fragrance adjacency (aka “Scent Row”). This hip location was designed to blend French heritage with minimalist, downtown cool and served as a proof of concept for how Dossier’s digital-first identity could translate into a physical environment where customers could search, spritz and smell the brand’s full assortment in real life through an immersive "fragrance library.”
Three months later, rekon Retail® opened Dossier’s second retail store at Queens Center mall. The team helped shape a retail operating model that could flex across formats, supporting both a street-front flagship experience and an in-line mall store. By approaching launch through both customer experience and operational execution, the team created a foundation Dossier could build on as it expanded its physical footprint.
Today, these two stores serve as the foundation for Dossier’s ongoing physical growth. By leveraging rekon's expertise in navigating the complexities of both street-front and shopping-center retail, Dossier has evolved from a cult, online brand into a sophisticated, multi-channel perfume house ready to scale across the country.
rekon Retail® supported Dossier across strategy, execution, and launch readiness, including:
Translating the brand into an in-store customer journey built for product discovery.
Supporting store planning and cross-functional execution from concept through opening.
Full-scale project management including landlord relations, oversight of design and construction, vendor management, and store load-in.
The result was more than just a successful first store. Dossier gained a retail model that helped validate multiple store formats, strengthen the omni-channel customer experience, and create a repeatable path for further expansion.
Planning your first store or expanding to a second location?
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"Opening a store surfaces a hundred problems a DTC team has never had to solve from landlords, construction, load-in, POS setup and staffing. The rekon team had already solved all of them before. That's the whole value. We got to focus on the brand, and they handled the rest."
Sergio Tache CEO of Dossier
