Nest New York is thinking premium with its new line.
Voyages by Nest, a collection of fine fragrances, perfume oils, diffusers and candles, is set to launch Thursday at Harrods in London.
Drawing inspiration from Nest founder Laura Slatkin’s travels, the new collection consists of six scents: Tempting Tonka, Rose Sublime, Hypnotic Amber, Opulent Osmanthus, Cerulean Coast and Oud Mystique.
Rose Sublime, a mix of rose, muguet de Versailles, sandalwood, and musk that was developed by Antoine Maisondieu, senior perfumer at Givaudan, will be the lead fragrance at retail.
“Unlike any other brand, we always pride ourselves on each fragrance having its own personality, standing on its own and really creating a different mood, which is really nice. There’s no common thread so you can really wear six very, very different fragrances,” said Slatkin.
Voyages by Nest
The collection includes a 100ml eau de parfum, 200 pounds; a 50ml perfume oil, 200 pounds; a 2-Wick candle, 195 pounds, and 500ml reed diffuser, 215 pounds.
The candle also features an etched silver lid, designed to complement the grisaille artwork of each fragrance destination.
As for why enter the premium category, Nest chief executive officer Edgar Huber said: “The premium segment is the fastest growing segment today, and we were not really present so it was important for us also that we position the brand in the fastest growing sub-segment of the industry. It really allows us also to attract a different consumer to Nest, which previously we probably could not have attracted because of a different marketing mix. We also really wanted to elevate the brand and really show what we can do in terms of sophistication, in terms of fine fragrance development.”
On launching at Harrods, Huber put it down to two factors.
“For me, Harrods has always been a place where when you succeed with a fragrance, you can succeed everywhere and anywhere, because there’s so many fragrances which are there. It’s really an interesting proof point that we can be successful with this premium line,” he said.
“Secondly, you have a much broader international customer base, especially with a very strong presence of consumers from the Middle East, but also from North Asia,” he continued. “It gives us an opportunity to learn how our products really interact with consumers in this part of the world, because in terms of our global expansion, these are areas which we are very interested in. It’s also really prestigious to work with Harrods. They’re great partners and they have a great marketing team.”
The U.K. is currently Nest’s second-largest market, outside of the U.S. After Harrods, Voyages by Nest will launch at Bergdorf Goodman in the U.S. in June and at Holt Renfrew in Canada in September.
Last summer, Nest rolled out its fine fragrances to over 800 Ulta Beauty stores and Huber told WWD fine fragrances now represent more than 30 percent of the total business.