From kiosk to key player: how City Perfume built a flagship presence with Stockland
When Thierry Naboulsi launched City Perfume, he began with a boutique perfumery in Sydney’s Balmain and a clear vision: to bring the world’s finest luxury fragrances to Australian customers. But it was an opportunity at Stockland Merrylands that opened the door to a new growth path — one shaped by strong foot traffic, consistent trade, and a collaborative partnership.
What began as a 15sqm kiosk has evolved into a network of flagship stores, with City Perfume now a prominent presence at Stockland Merrylands and Stockland Wetherill Park.
The first step: starting small, thinking big
City Perfume’s first experience in a shopping centre wasn’t just about gaining exposure — it was a chance to test the format, supported by flexibility and shared investment. But it came with the right support.
“They made it easy to trial the space,” says Thierry. “It gave me the confidence to give it a go.”
“Without the brands, I’m nothing,” he says. “It took a lot of convincing, but we made it work.”
What followed was rapid momentum: the kiosk paved the way for a permanent 60sqm store, which later expanded to 220sqm — even amid the challenges of the COVID-19 pandemic.
Growth backed by data, design and demand
The same strategy played out at Stockland Wetherill Park, where City Perfume again transitioned from a short-term kiosk to a permanent lease. will double the store’s footprint.
Throughout the journey, Stockland’s leasing team supported with data-driven insights into local demographics and shopping behaviours — helping City Perfume tailor its product mix.
“There’s a difference between Merrylands and Wetherill Park customers,” Thierry explains. “That insight helped us adjust our offering.”
City Perfume’s evolution from boutique to destination retailer has also been underpinned by design and service. Each store offers more than fragrance — expanding into skincare, makeup, consultations, and even a brow bar, shaped by customer feedback and EDM surveys.
A collaborative approach to leasing
For Thierry, the partnership has extended well beyond transactions.
“When the neighbouring store’s lease ended at Wetherill Park, they came to me first,” he says. “That appreciation means a lot.”
Even during periods of uncertainty, including the pandemic, the relationship remained open and solutions-focused. “We never missed a rent payment,” he says, “but Stockland still checked in to ask what we could manage if needed.”
Store design, too, became a joint effort. “Each centre has its own rules, but Stockland worked with us to balance our brand identity with their guidelines. It was never a battle; it was teamwork.”
A proven leasing pathway
Today, City Perfume continues to scale with confidence — and a clear sense of who helped make that possible.
“Stockland is more than a landlord,” says Thierry. “You can sit down and have a conversation with them. It’s not just the partnership — it’s the people.”
With 16 Town Centres across Australia contributing to $4.8 billion1 in annual retail sales, Stockland supports retailers at every stage of the journey — from kiosks to flagship stores and everything in between.
Start your growth story
If you're considering your next move in retail, Stockland offers a proven, supportive pathway for long-term success.
To learn more about permanent leasing opportunities, visit: www.stockland.com.au/retail.
1. Stockland Property Portfolio 2024.
Image: City Perfume website (https://www.cityperfume.com.au/)