By Ali Bokhari
Most fragrance lovers might assume that selling high-end perfumes is a sophisticated, glamorous endeavor-perhaps akin to living inside a luxury magazine ad. They see the gleaming bottles and the polished counters, and they imagine an existence draped in elegance and effortless profit. If only that was the case.
The truth? Unless you're one of the lucky few capitalizing on boatloads of customers that have no idea what a fair price is, selling perfumes as a small independent brick-and-mortar retailer is less about luxury and more about surviving on razor-thin margins, constant stress and the occasional existential crisis. I was not aware of any of this when, for a short time I considered opening my own store. Thank goodness, I thought of contacting retailers first and getting their advice before jumping in.
Small retail stores are caught in a relentless squeeze between aggressive discounters and powerful manufacturers who call the shots. If that sounds fun, wait until you hear the part about how much it costs to even get in the game. Spoiler: it's a lot.
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