How did Elizabeth St. become the go-to destination for fragrance brands? cliomiso writes
Photo-Illustration: Curbed/Getty Images Start walking south on Elizabeth Street and you’ll run into the Scent Bar in a matter of minutes. The shop, with an all-white interior that reads more high-end weed store than bar, sorts scents by type: leather with smoke, incense with oud. Just across the street is Naxos Apothecary, a recent import from Greece, its walls of amber cylinders visible from the sidewalk.
Then Le Labo arrived in Nolita. The brand’s first shop opened on Elizabeth Street in 2006, its technicians blending scents right there in the store. “They were the leader in that area, but when Atelier Cologne moved in a few years later, that’s when I felt that something was happening,” says Micheyln Camen, editor-in-chief of CaFleureBon. Atelier Cologne closed earlier this year, but by then it was far from the only store that had flocked to Le Labo’s doorstep.
The phenomenon is called clustering, a term coined by economist Michael Porter. Like attracts like, whether in the Diamond District or Silicon Valley. The store owners I spoke to saw the concentration of competitors as helpful for their businesses. “Being in that area allows you to show the comparisons,” notes JJ Vittoria, founder of Olfactory NYC. “It becomes an afternoon,” says Franco Wright, co-owner of the Scent Bar, of the experience of hitting one spot after the next.
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