Selling fragrances isn’t only about the scent; it is also about the ambience. Shoppers like to be able to easily see and sample fine fragrances.

That aspect was not overlooked by specialty chain Perfumania as it engaged in an overhaul of its stores’ fixturing and design. Making the process a bit more challenging is the fact that as Perfumania expands, it often assumes existing space. As a result, it has to seek efficient ways to use existing footage and fixturing, not to mention dealing with landlords’ restrictions and building codes.

Four years ago, Perfumania began “tweaking” its modular systems for highlighting hundreds of fragrances in typical 1,200-sq.-ft. stores, according to director of construction David Keindl, and determined that it needed a partner to assist with remodeling efforts. So that Perfumania could focus on enhancing its customer environment, it teamed with Glen Burnie, Md.-based L2M, a company equipped to deal with myriad landlords, building officials, store layouts and retail contractors.

L2M has now designed more than 150 Perfumania stores, but project manager Brian Donovan says it is far from a cookie-cutter approach. “Once we determine the style of the space we are dealing with – a mall, a shopping center, new construction, existing space – our team goes in to assess what we can salvage in the project as well as what needs to be removed,” he says. “As we evaluate the situation and determine what can be used, saved or scrapped, design elements begin to take shape.”

Redesign, renovate, reuse
Nearly 90 percent of Perfumania projects are designed within existing retail locations, and leases often call for the retailer to accept the space “as is.” L2M steps in to determine what systems left behind can be leveraged in the store’s design. Each location requires a site survey and, in some cases, contractors are brought in to assist in the evaluation of systems like HVAC. Once the decision to incorporate or remove elements is complete, the design requirements are established and the brand identity takes shape. Since Perfumania is a national chain, the look is consistent from store to store, but local nuances must be factored in.

Although it might seem like a given, one of the obstacles in the process can be permits. “Having the proper permits at the beginning of a project can make or break a project,” Donovan says. “Because time is money on every project we engage, knowing what needs to be secured before the work begins allows all the moving parts to begin coming together right away. We work diligently to avoid a dark rent situation.”

As leases for existing Perfumania stores end and redesigns are discussed, L2M team members identify potential updates; recent enhancements include the use of higher wattage (but more efficient) lighting. Knowing all of the materials used by Perfumania is critical, since everything is customized “down to the doorknobs,” Keindl says.