
Dillard’s has traditionally focused its cosmetics sales on designer brands such as Chanel, Prada and Dior.
However, with the rise of fragrance culture, especially on TikTok, Dillard’s is broadening its supply of imported niche fragrances at their Parkdale Mall location.
“We just recently got Creed installed and a Parfum de Marley shop,” Diana Dixon, Dillard’s assistant store manager, said. “Our sales have been proven in the past to be good, therefore our store was picked to get these lines in.”
Creed is a niche brand that originated in London. The focus is luxury fragrances with high quality ingredients. Parfums de Marley Boutique US is also a niche brand that originated in France with a focus on bold and unique scents.
Traditionally, the niche brands are only found in high-end boutiques, but they are branching out to department stores such as Dillard’s.
“Clients that normally go to the Houston area, they don’t have to do that anymore, they can stay here in Beaumont,” Dixon said. “We’ve had several customers tell us that this is the best thing that we’ve done — they can just get it here in their hometown.”
Niche fragrances are designed in small factories called Niche Houses, Creed’s parent company Estée Lauder states on its website. Unlike designer fragrances, which produce a variety of items across product lines, niche brands focus only on fragrances, and their brands are more difficult to find.
Niche fragrances are considered a luxury, making them tailored to customers who want high end product.
“Because we are considered a luxury store, we offer more selection to our customers,” Nguyen said.
The focus with Dillard’s cosmetic remodel is to emphasize their latest brands.
“I love interacting with guests, I love showing them how elegant our fragrance is,” Sissy Aviles, fragrance sales specialist, said. “Guests who have never heard of this label can now come to our store and experience prestige perfume; it makes me excited.”
Dillard’s is located at 5955 Eastex Frwy. Hours are Monday through Saturday, 11 a.m. to 8 p.m., and Sunday, noon to 6 p.m. For more, visit dillards.com.