Neom opens first standalone store outside the UK

British wellbeing brand Neom has opened its first standalone store outside the UK in New York as it targets further US growth.

Located on Bleecker Street, the new "Wellbeing Hub" expands on the brand's UK roots, where Neom is available at John Lewis and Selfridges, as well as across a portfolio of free-standing stores.

The 481 sq ft space promises to offer New Yorkers an immersive wellbeing experience with a product portfolio that is powered by 100% natural fragrances, across four wellbeing pillars: Better Sleep, Less Stress, More Energy and Mood Boost.

Described as a "sanctuary to escape the city", it will also offer complimentary hand and arm massages, in-store demonstrations, and samples of the brand’s hero products and new launches.

Nicola Elliott, Founder of Neom, told TheIndustry.beauty: "I am really excited to be building upon our British heritage and taking our 100% natural fragrances that boost your wellbeing to New York. As the city that never sleeps, we’re looking forward to giving New Yorkers a much-needed wellbeing wake up!

"We've had a US presence for two years, via our US direct-to-consumer site, Amazon and Nordstrom, as well as a growing independent apothecary/spa business. The new store now allows us to offer a physical brand expression for the first time."

Neom was founded in 2005 after Elliott spent seven years working as a journalist in London, feeling the effects of a fast-paced life – poor sleep, increased stress and low energy and mood.

It was this that kickstarted her own wellbeing journey and led her to train as an aromatherapist and create therapeutic and effective blends using 100% natural essential oils from her own kitchen.

The new store further supports Neom's international expansion and strengthens the brand's distribution channels in the US.

Isabel Malbois, CEO of Neom, said: "Neom continues to scale outside of its UK home market, and we are delighted to have an immersive, bricks-and-mortar experience with our new flagship US store.

"The new store builds upon our established UK and Ireland omni-channel sales portfolio, including six Neom Wellbeing Hubs, a premium wholesale distribution with branded counters in leading department stores, such as John Lewis and Selfridges, and a fast-growing D2C business across the UK, US and ROW markets."

Malbois was appointed as CEO in October 2023,  replacing co-founder Oliver Mennell, who stepped down after more than 18 years.