Iconic department store Bloomingdale's is celebrating the 22nd anniversary of its SoHo location with an exclusive, multi-sensory event hosted by the luxury fragrance and lifestyle brand Nette. On Saturday, April 25, 2026, founder Carol Han will welcome shoppers and fragrance enthusiasts for an afternoon of scent discovery, complimentary gifts, and local treats.
The event, scheduled from 2 p.m. to 6 p.m. at the 504 Broadway retailer, invites the public to experience Nette's full collection of perfumes and candles firsthand. It offers a unique opportunity for guests to meet Han, the creative force and former beauty editor behind the brand. The celebration is part of a growing trend in retail that emphasizes engaging, in-person experiences to connect with consumers on a deeper level.
Bloomingdale's has been a fixture of the New York retail scene since the 19th century, and its SoHo branch, which opened in 2004, has become a contemporary cornerstone in one of the city's most dynamic shopping districts. This 22nd-anniversary milestone highlights the store's enduring relevance and its ability to evolve by partnering with modern, direct-to-consumer brands like Nette.
A multi-sensory celebration
In a neighborhood known for curated experiences, the Nette event promises more than just a typical shopping-day-out. Attendees will be treated to complimentary perfume samples, allowing them to explore Nette's olfactory world a little more intimately. Adding another sensory layer to the afternoon, local favorite Spirals will be on hand providing their beloved mini cinnamon buns, free of charge to all guests.
The collaboration with Spirals, a bakery with a cult following, underscores the event's community focus and its aim to create a warm, inviting atmosphere. This kind of thoughtful pairing elevates the retail experience, transforming the store into a destination for discovery and delight. For those planning a weekend outing, it’s a perfect addition to a day spent exploring the area's other attractions, including some of the best brunch spots in SoHo.
To further mark the occasion, Nette is offering a special gift with purchase. Customers who spend $75 or more on Nette products during the event will receive a complimentary travel spray of the brand's Lemon Puff eau de parfum, a popular scent valued for its bright and gourmand notes. The full-size version of this fragrance retails for $140.
The rise of experiential retail
The partnership between Nette and Bloomingdale’s is a prime example of experiential retail, a strategy that has become vital for brick-and-mortar stores in the age of e-commerce. By hosting unique, in-person events, retailers can drive foot traffic, foster brand loyalty, and create memorable moments that cannot be replicated online. SoHo has become a hub for such activations, with brands constantly seeking innovative ways to engage with a discerning customer base, much like how Maine towns are questioning the financial burden of small airports.
In recent years, the neighborhood has seen a surge in creative pop-ups and collaborations. Brands like Theory have offered bagels alongside their latest collections, while giants like Nike have launched dynamic temporary stores to build hype and connect with the community. These events transform shopping from a transaction into an interactive and shareable experience.
For a legacy retailer like Bloomingdale's, collaborating with a digitally native brand like Nette demonstrates a forward-thinking approach. It allows the department store to introduce its established clientele to a new, independent brand while giving Nette access to a wider audience in a prestigious, high-traffic setting. This symbiotic relationship is crucial for the health and vibrancy of the modern retail landscape.
Meet the founder
A major draw for the event is the presence of Nette's founder, Carol Han. Before launching her own brand, Han built a successful career as a fashion and beauty editor, giving her a unique insider's perspective on the industry. Her experience reviewing countless products and understanding what resonates with consumers has been instrumental in shaping Nette's identity.
Nette was founded on the principles of creating high-quality, clean, and sustainable products that feel both luxurious and personal. The brand's ethos revolves around taking time for oneself and finding beauty in everyday moments. This philosophy is reflected in its thoughtfully crafted scents and minimalist packaging, which have garnered a dedicated following online and on social media.
The global fragrance market has seen a significant shift in recent years. According to an analysis from Forbes, consumers are increasingly moving away from mass-produced perfumes and toward niche, independent brands that offer unique scent profiles and a compelling story. Nette is perfectly positioned within this trend, offering sophisticated fragrances that stand out in a crowded market.
The upcoming celebration at Bloomingdale's provides a platform for both the brand and the retailer to reinforce their commitment to quality, community, and the evolving world of luxury commerce. For New Yorkers, it offers a delightful way to welcome spring and celebrate two neighborhood mainstays.
