Chanel has closed the New York outpost of its experiential retail concept.

The legacy brand’s Atelier Beauté, previously situated in Manhattan’s SoHo on Wooster Street, has closed.

“Since opening its doors in 2019, the Atelier Beauté Chanel has provided an innovative, digitally enhanced environment aimed at elevating our clients’ experiences,” Chanel said in a statement. “We have recently decided to integrate the innovation practice in the existing [fragrance and beauty] operational model. We remain committed to delivering exceptional service and pioneering new ways to meet our clients’ needs.”

The concept included an experiential fragrance room and a host of services, from makeup to brow styling.

Chanel’s beauty sales grew single digits in 2024 to an estimated $8.54 billion with strength in face makeup offsetting a flat fragrance business, as reported.

Among the 26 fragrance and beauty hubs it opened globally that year is House of Beauty, a similar experiential concept in Paris that melds the brand’s full beauty range with a treatment offering of face and body protocols, makeup services and more.

In 2023, Chanel expanded its physical presence in New York with a dedicated fragrance and beauty boutique in Williamsburg.

“We look to establish a presence in markets where our chanel.com clients are most concentrated to further build upon those existing relationships with omnichannel experiences, as well as in markets where we believe there is a high potential to build new client relationships,” said Barbara Menarguez, Chanel Inc.’s fragrance and beauty general manager, at the time. Menarguez has since retired and was succeeded by Emilie de Tramasure, who assumed the role in September 2024.

The move comes at a time when brands are betting on their own stores, with Dior opening a handful and Hourglass joining the mix with a new SoHo flagship in recent years.