What: The Parisian department store has opened “Maison de Parfums”, a space dedicated to niche perfumery in its beauty department.

Why it is important: The department store is looking to distinguish itself from competitors by creating an offer that will attract tourists and younger consumers.

The new space is located on level -1 in the store’s 3,400 square meter beauty department.

Fourteen new brands have been introduced including Matière Première, Maison Crivelli, Amouage, Miller Harris, Les Eaux Primordiales, and HeadSpace.

The department store’s offer balances big market names to attract tourists with more confidential and cutting-edge players as well as a range of limited edition bottles.

La Samaritaine unveils a space dedicated to niche perfumery