Hommey Case Study: Creating a Signature Retail Scent Experience Across Five Australian Stores
As one of Australia's fastest-growing lifestyle and homewares brands, Hommey has built a loyal following through thoughtfully designed products, premium materials and a philosophy centred around comfort as a way of living.
To extend this philosophy beyond product and design, Hommey partnered with Scent Australia to introduce a signature scent experience across its retail network, creating a consistent sensory identity that welcomes customers from the moment they step into store.
Using Scent Australia's ScentPro system and the sophisticated fragrance Santal 66, Hommey has transformed its store entrances into immersive brand touchpoints designed to reinforce comfort, warmth and premium living.
Complete the Find Your Fragrance Quiz or find your scent to discover the right fragrance for your retail or commercial environment.
Creating a Lifestyle Brand Experience Through Scent
Today's most successful retail brands understand that customer experience extends far beyond products alone.
For lifestyle and homewares retailers, every element of the environment contributes to how customers perceive the brand, from store design and visual merchandising to lighting, textures and atmosphere.
For Hommey, creating welcoming retail environments has always been central to the customer experience.
Founded in Melbourne in 2020, Hommey has become known for its premium cushions, bedding, robes, towels and lifestyle products, all designed around the idea that comfort should be woven into everyday life.
As the brand expanded its physical retail footprint across Victoria and South Australia, Hommey sought a way to create a stronger emotional connection with customers while maintaining consistency across multiple store locations.
To support this goal, scent was introduced as a key sensory branding element.
Hommey's Retail Scent Marketing Objectives
The scenting strategy was developed to support several key brand and customer experience goals:
- Create a memorable first impression at the point of entry
- Translate Hommey's comfort-focused brand philosophy into a sensory experience
- Strengthen emotional connection with customers
- Enhance the welcoming atmosphere within each retail environment
- Reinforce Hommey's premium lifestyle positioning
- Create consistency across multiple store locations
- Support a cohesive brand experience across physical retail spaces
By introducing scent at the entrance of each store, Hommey aimed to create an immediate sense of familiarity and comfort that aligned with the brand's identity.
Introducing Santal 66 as Hommey's Signature Fragrance
To complement Hommey's aesthetic and customer experience goals, the fragrance Santal 66 was selected as the brand's signature scent.
Known for its warm, sophisticated and contemporary profile, Santal 66 aligns naturally with Hommey's premium lifestyle positioning and thoughtfully curated retail environments.
Rather than overpowering the space, the fragrance was designed to subtly enhance the atmosphere, creating an inviting sensory layer that complements the store's visual identity and product offering.
The result is a fragrance experience that feels authentic to the Hommey brand while helping customers feel immediately immersed in the environment.
Looking to create a signature scent experience for your retail environment? Find your scent or complete the fragrance quiz.
Consistent Scent Deployment Across Multiple Retail Locations
The fragrance is currently deployed throughout the entry zones of Hommey stores using the ScentPro system.
Locations include:
- Armadale, VIC
- Chadstone, VIC
- Fitzroy, VIC
- Adelaide, SA
A fifth location in Paddington is scheduled to open soon and will be incorporated into the scenting program as part of Hommey's continued retail expansion.
By focusing scent deployment at the point of entry, Hommey ensures customers encounter a consistent brand experience regardless of which location they visit.
This approach helps strengthen brand recognition while creating a seamless connection between stores.
Why Scent Marketing Works for Lifestyle and Homewares Retailers
Lifestyle and homewares brands sell more than products, they sell a feeling.
Customers are often drawn to brands based on how spaces make them feel, making atmosphere a critical part of the purchasing journey.
Scent marketing helps lifestyle retailers create environments that feel:
- Warm and welcoming
- Premium and thoughtfully curated
- Comfortable and relaxing
- Memorable and emotionally engaging
- Consistent across multiple locations
Because fragrance has a direct connection to memory and emotion, it can help reinforce the feelings customers associate with a brand long after they leave the store.
For brands focused on comfort, wellbeing and lifestyle, scent becomes a natural extension of the overall customer experience.
Supporting Hommey's Brand Philosophy
At its core, Hommey is built around the belief that comfort is a way of living.
The introduction of scent marketing supports this philosophy by creating an additional sensory touchpoint that complements the brand's products, interiors and customer experience strategy.
Rather than functioning as a standalone feature, scent becomes part of the broader Hommey environment, working alongside design, texture, colour and product presentation to create an immersive retail experience.
This approach allows Hommey to deliver a consistent expression of its brand values across every store location.
The Power of First Impressions in Retail
The moments immediately after a customer enters a store are often the most influential.
First impressions help shape customer perception, influence mood and establish expectations for the shopping experience ahead.
By introducing a signature fragrance at the point of entry, Hommey creates an immediate emotional connection that reflects the comfort, quality and warmth the brand is known for.
This subtle sensory cue helps reinforce brand identity while enhancing the overall retail atmosphere.
Signature Scenting for Lifestyle and Homewares Brands
From homewares retailers and furniture showrooms to bedding brands and lifestyle stores, scent marketing helps businesses create environments customers remember.
A professionally selected signature fragrance can help brands:
- Strengthen brand identity
- Create memorable first impressions
- Improve the customer experience
- Enhance retail atmosphere
- Build emotional connection with customers
- Create consistency across multiple locations
- Support premium brand positioning
- Increase brand recall through sensory marketing
Explore how scent can support different retail and commercial environments through Scent Australia’s industry scent marketing solutions.
Find the Right Signature Scent for Your Retail Environment
The Hommey project demonstrates how scent marketing can help lifestyle brands create more immersive, memorable and emotionally engaging retail experiences.
By introducing a signature fragrance across multiple locations, Hommey has created a consistent sensory identity that reflects its commitment to comfort, quality and thoughtful design.
Whether you operate a lifestyle brand, homewares retailer, furniture showroom or multi-site retail business, Scent Australia can help develop a fragrance solution aligned with your brand and customer experience goals.
Ready to discover the right fragrance for your retail environment?
Complete the Find Your Fragrance Quiz, find your scent, or contact Scent Australia to discuss a retail scent marketing solution.
Frequently Asked Questions About Retail Scent Marketing
What is retail scent marketing?
Retail scent marketing is the strategic use of fragrance within retail environments to improve customer experience, strengthen brand identity and create a more memorable atmosphere.
Why do lifestyle brands use scent marketing?
Lifestyle brands use scent marketing to create emotional connection, reinforce brand values and enhance the overall customer experience.
What is a signature scent?
A signature scent is a custom-selected fragrance used consistently across a brand's physical environments to create recognition and strengthen brand identity.
Where should scent be deployed in a retail store?
Many retailers introduce fragrance at the entrance to create a strong first impression, while others scent multiple zones throughout the customer journey.
Can scent marketing be used across multiple store locations?
Yes. Scent marketing is commonly used across multi-site retail businesses to create consistency and strengthen brand recognition across locations.
Helpful Scent Marketing Resources
Share this post
Brian Clark
