London – A new Avestan store has opened on Beak Street, offering a physical location for a single unnamed fragrance.
Created as part of a tribute to the late Deciem founder Brandon Truaxe, the store marks the brand’s first move into experiential touchpoints. By offering a single product, the brand is setting out its reputation for having a humble and refined take on scent, without a high price point.
Avestan is offering the fragrance for £38 ($50, €45) for 50ml, and providing a product and experience more commonly associated with luxury design. With richly detailed fragrant notes, the product design is simple and appealing – presented in corrugated cardboard and a brown paper bag. The space itself is also a manifestation of the brand’s vision and values, taking a beautifully minimalist and raw approach with bare wooden tables, fragmented blue tiles and untreated walls.
The decision to offer a single fragrance also eliminates decision fatigue from the retail experience, allowing shoppers and store employees to develop a brand connection. For more insights on slow retail opportunities, read how physical retail is becoming the key to conscious consumption.