Testing new ideas in real time: City Perfume’s pop-up strategy

When City Perfume set out to expand its presence beyond traditional storefronts, S Connect became a valuable part of its retail strategy. Founded by Thierry Naboulsi, the luxury fragrance brand has used Stockland’s advertising, pop-up and partnerships offering to trial new product lines, engage seasonal shoppers, and extend the reach of its permanent stores in Merrylands and Wetherill Park.

A low-risk platform for innovation

“When we launched at Merrylands, we didn’t know exactly what would resonate,” says Thierry. “The S Connect pop-up allowed us to try different offerings without a long-term commitment.”

That flexibility has been pivotal. City Perfume uses activations to introduce new brands — including those popularised through TikTok — and experiment with product displays, pricing and seasonal promotions. “We change the pop-up every month to keep it fresh,” he adds. “It keeps customers engaged and gives our brand more visibility.”

Experiment fast, scale smart

For City Perfume, pop-ups have evolved from short-term activations into a core part of its growth model.

Positioned directly opposite the brand’s permanent stores, S Connect spaces act as a dynamic entry point to the full retail experience. “The pop-ups drive foot traffic into our main stores,” says Thierry. “We’re able to showcase new fragrances or skincare and guide customers into our space for more.”

Customer feedback gathered through eDMs and in-store surveys helps the brand make more informed merchandising decisions. “We surveyed our customers in Merrylands, and the most requested brands now form part of our permanent range,” he says.

A collaborative approach to leasing

Part of what has made S Connect so effective for City Perfume is the support and continuity of the Stockland team. “What I liked is that I could deal with the same leasing executive across both pop-ups and permanent leases,” Thierry notes. “That made communication so much easier.”

He also credits Stockland’s responsiveness for helping the brand stay agile. “They’re quick to move. We just say, ‘Here’s what we want to test,’ and they help make it happen.”

This ease of communication has allowed the brand to adapt quickly and maintain momentum. “We’re back to our roots in Merrylands, using pop-ups to reconnect with customers and stay top of mind,” Thierry says. “It’s a great way to keep things moving and relevant.”

Building a long-term strategy, one activation at a time

The power of S Connect is the ability to work hand-in-hand with broader leasing strategies to help brands grow with confidence. For Thierry, casual leasing became a launchpad to more permanent retail investment. “We’ve always been treated like a valued brand, whether we’re testing something new or expanding,” he says.

By providing access to high-traffic spaces on flexible terms, S Connect lowers the barrier to entry for retailers with bold ideas and evolving business models. “It’s made retail more accessible,” Thierry adds. “It allowed us to build awareness and really get to know our customers before taking the next step.”

While retail can be unpredictable, S Connect activations offer retailers the opportunity to move with clarity and control. “It gives you the chance to trial without the pressure,” Thierry says. “That’s a rare thing in this industry.”

A proven model for retail growth

Whether you’re trialling a new concept or entering the centre environment for the first time, S Connect offers a strategic platform for growth. 

“It was the right move for us,” Thierry reflects. “And it’s a model that really works.”

To learn more about S Connect and explore opportunities for your business, visit: www.stockland.com.au/retail/stockland-s-connect.