Jo Malone to Showcase Brand in Flatiron Flagshop

British beauty entrepreneur makes first U.S. home
Posted July 25, 2000

While the Jo Malone line of skincare and fragrance products from Estee Lauder is already represented by four upscale retailers including Bergdorf Goodman (New York) -- the company has settled on a U.S. home of its own. The new 1,200-square-foot outpost is due to open in December in the Flatiron building on Broadway at 23rd Street in Manhattan.

During Jo Malone construction, the front of the building will have a temporary facade designed to look like one of Malone's exclusive gift boxes.

Similar in size and style to the London store, the Flatiron store will also feature an innovation in sampling technology. The store will have a phone-booth-sized fragrance-smelling booth, designed to let customers mix any two of Malone's 14 scents in a spray that's infused into the booth. A suction device can immediately evacuate the fragrance, thereby allowing the customer (and subsequent customers) to try as many combinations as they desire.