Perfumania Expands Its Doors

Perfumania Holding Inc, a US-based perfumery chain, competes against e-commerce outlets and bricks-and-mortar stores such as Sephora and Ulta, differentiating itself by selling 600 discounted designer fragrances -- not as an afterthought to its bath and body products -- but as the first point of purchase its customers encounter. Perfumania.com still offers shoppers convenience for those seeking a specific product. Other than the importance of customer interaction, brand recognition also drives the retailer. A third distinction setting Perfumania apart from its competitors is the special attention it has given since 2005 to Spanish-speaking populations through store expansion in Southern Florida, Texas, Southern California, New York City and Puerto Rico. In 2008, Perfumania opened 53 new stores, bringing its total to 388 locations.