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The retail industry is undergoing a massive transformation. Major chains like Forever 21 have filed for bankruptcy (again), Joann Fabrics is on the chopping block, and Hudson’s Bay is shutting down all stores in Canada. With these retail giants struggling, the question arises—what does this mean for independent brands and the future of brick-and-mortar retail?

Why Are Big Retailers Struggling?

The decline of department stores and major chains isn't a new story, but it’s accelerating. A few key reasons include:

1. The Shift to E-Commerce – Consumers are shopping online more than ever, making physical storefronts less essential.
2. Rising Operational Costs – Rent, wages, and supply chain expenses have increased, making it harder for large retailers to stay profitable.
3. Changing Consumer Habits – Shoppers now prefer personalized, curated experiences over one-size-fits-all retail. They want something unique, not mass-produced.

The Impact on Independent Brands

For independent beauty and fragrance brands, department stores have historically been a gateway to major exposure. But as these retailers struggle or disappear, indie brands must rethink their strategy.

The biggest challenge? Loss of foot traffic and visibility. Department stores provided not only a place to sell but also a marketing platform, allowing niche brands to be discovered by a wider audience. With fewer retail spaces available, emerging brands must adapt quickly to find new ways to connect with customers.

The Rise of Indie Boutiques?

As big chains shut their doors, the opportunity for indie boutiques and specialty retailers to thrive has never been greater. Consumers are already shifting towards experiential shopping, seeking out smaller, curated stores that offer a unique selection of brands.

Independent retailers can provide something department stores cannot:

• A personalized experience tailored to their clientele
• A carefully curated selection of unique and hard-to-find brands
• Deeper connections with customers, building brand loyalty

Many fragrance brands—including MAIR—are already seeing success in indie boutiques, where shoppers are looking for niche, high-quality scents rather than mass-market perfumes. If you’re curious about the rise of independent fragrance brands, check out our blog on what makes a perfume truly luxurious.

Will This Shift Lead to More Direct-to-Consumer Sales?

With fewer traditional retail opportunities, many independent brands are also focusing on direct-to-consumer (DTC) sales. Online platforms, social media, and subscription services like Scentbird have already proven that indie brands can thrive without relying on big-box stores.

For fragrance lovers, this means exciting opportunities to discover and explore niche scents outside of traditional department store counters. If you’re looking to try new scents without blind-buying, our Discovery Set offers the perfect introduction to the world of artisanal fragrance.

The Future of Retail: What Happens Next?

While the decline of major retailers creates uncertainty, it also opens doors for independent brands and small businesses to step up and fill the gap. Expect to see:

• More specialty boutiques showcasing niche brands
• An increased focus on online sales and digital marketing
• More indie brands using pop-ups and experiential events to connect with customers

For brands like MAIR, this shift means doubling down on what we do best—crafting unique, soft, long-lasting fragrances and bringing them directly to customers who appreciate the artistry behind them.

Want to stay ahead of the fragrance industry trends? Check out our latest post on what’s trending in fragrance for 2025.

Final Thoughts

As big retail chains struggle, indie brands have the opportunity to redefine how we shop for beauty and fragrance. Whether through boutique partnerships, exclusive pop-up events, or personalized DTC experiences, independent brands are reshaping the industry in their own way.

What do you think? Will we see more indie boutiques popping up to replace big-box retailers?