Key Takeaways:

• Nishane opens its first standalone US boutique in New York.
• The brand sees America as a major untapped growth opportunity.
• Los Angeles is already being considered for a larger flagship.

For a fragrance house sold in more than 120 countries, with over 1,500 retail points worldwide, and an impressive 650% year-over-year (YoY) growth, Nishane has one conspicuous gap in its global footprint: the United States.

“The US market was our weakest link,” Nishane co-founder and Creative Director Murat Katran told BeautyMatter. “It is strange to have a global brand without a strong footprint in the US, which I believe is the most important market.”

Now, the Istanbul-born fragrance house is playing catch-up.

On October 1, Nishane opened its first standalone US boutique on Elizabeth Street in New York’s Nolita neighborhood, in partnership with official US distributor The PCA Companies. The store is Nishane’s 16th mono-brand store globally and, more importantly, its first permanent space to build a direct relationship with American consumers, after previously being sold at Neiman Marcus, Bloomingdale's, and Luckyscent. 

New York appears to be only the beginning. Katran confirmed to BeautyMatter that the company is already looking at a larger location in Los Angeles.

The Nolita store marks a major step up in Nishane’s US ambitions as the fragrance house accelerates its global expansion. Earlier this year, Nishane was named part of BeautyMatter’s 2026 FUTURE50 list, with projected full-year revenue between $150 million and $200 million. At the time, founders Katran and Mert Güzel said success over the next three to five years would mean expanding Nishane mono...