How Hommey Uses Signature Scenting
The most memorable retail spaces do more than display beautiful products. They create a feeling the customer wants to step into, stay with and take home.
For Hommey, scent has become part of that feeling.
As one of Australia’s fastest-growing lifestyle and homewares brands, Hommey has built a loyal following through considered design, premium materials and a philosophy centred on comfort as a way of living.
To extend this philosophy into its physical retail experience, Hommey partnered with Scent Australia to introduce a signature scent across its store network. The result is a consistent sensory identity that welcomes customers from the moment they step inside.
Using Scent Australia’s ScentPro system and the sophisticated fragrance Santal 66, Hommey has transformed its store entrances into immersive brand touchpoints designed to express warmth, comfort and premium living.
Looking to create a memorable scent experience for your retail environment? Complete the Find Your Fragrance Quiz or find your scent to discover the right fragrance direction for your brand.
Creating a Lifestyle Brand Experience Through Scent
Today’s most successful retail brands understand that customer experience extends well beyond the products on display.
For lifestyle and homewares retailers, every element of the store environment contributes to how customers perceive the brand. Store design, visual merchandising, lighting, texture, colour and atmosphere all work together to create a sense of place.
For Hommey, creating a welcoming retail environment has always been central to the customer experience. Founded in Melbourne in 2020, the brand is known for premium cushions, bedding, robes, towels and lifestyle products designed around the idea that comfort should be woven into everyday life.
As Hommey expanded its physical retail footprint across Victoria and South Australia, scent became a natural way to create a stronger emotional connection with customers while maintaining consistency across multiple store locations.
The Objective: Comfort, Consistency and First Impressions
The scent marketing strategy was developed to support several brand and customer experience goals:
- Create a memorable first impression at the point of entry
- Translate Hommey’s comfort-focused philosophy into a sensory experience
- Strengthen emotional connection with customers
- Enhance the welcoming atmosphere within each store
- Reinforce Hommey’s premium lifestyle positioning
- Create consistency across multiple retail locations
- Support a cohesive brand experience across physical spaces
By introducing scent at the entrance of each store, Hommey creates an immediate sense of familiarity. The fragrance becomes part of the customer’s first impression, setting the tone before they explore the products, textures and collections inside.
Introducing Santal 66 as Hommey’s Signature Scent
To complement Hommey’s aesthetic and customer experience goals, Santal 66 was selected as the brand’s signature fragrance.
Known for its warm, sophisticated and contemporary profile, Santal 66 aligns naturally with Hommey’s premium lifestyle positioning and thoughtfully curated retail environments.
The fragrance does not need to dominate the space. Its role is to subtly enhance the atmosphere, adding an inviting sensory layer that sits comfortably alongside Hommey’s visual identity, product styling and focus on softness, texture and comfort.
The result is a fragrance experience that feels authentic to the brand. It helps customers feel immersed in the Hommey environment from the moment they arrive.
Want to create a signature scent experience for your retail environment? Find your scent or complete the fragrance quiz.
Consistent Scenting 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 cue 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 a brand because of how its spaces make them feel. This makes atmosphere a vital part of the retail journey, especially for brands built around comfort, design and home living.
Scent marketing helps lifestyle retailers create spaces that feel:
- Warm and welcoming
- Premium and thoughtfully curated
- Comfortable and relaxing
- Memorable and emotionally engaging
- Consistent across multiple locations
Because fragrance is closely connected to memory and emotion, it can help reinforce the feeling customers associate with a brand long after they leave the store.
For a brand like Hommey, scent becomes a natural extension of the overall customer experience. It supports the idea that comfort is not just something customers buy. It is something they feel.
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. It works alongside design, texture, colour and product presentation to create a more immersive retail experience.
This allows Hommey to deliver a consistent expression of its brand values across every store location.
The Power of First Impressions in Retail
The first few moments after a customer enters a store can shape how they experience everything that follows.
First impressions influence mood, expectation and perception. They help determine whether a customer feels comfortable, curious and open to exploring the space.
By introducing a signature fragrance at the point of entry, Hommey creates an immediate emotional cue that reflects the comfort, quality and warmth the brand is known for.
It is a subtle detail, but one that helps set the tone for the entire shopping experience.
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
For brands in the home and lifestyle category, scent can be especially powerful because customers are already imagining how a product will make their own space feel.
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. For homewares and lifestyle retailers, scent can help bring the brand’s feeling to life inside the store.
What is a signature scent?
A signature scent is a fragrance used consistently across a brand’s physical environments to create recognition, strengthen identity and support a more distinctive customer experience.
Where should scent be used in a retail store?
Many retailers introduce fragrance at the entrance to create a strong first impression. Others may scent multiple zones throughout the customer journey, depending on the store layout and brand experience goals.
Can scent marketing be used across multiple store locations?
Yes. Scent marketing is commonly used across multi-site retail businesses to create consistency, strengthen brand recognition and deliver a more cohesive customer experience across locations.
Is scent marketing suitable for homewares and furniture retailers?
Yes. Scent marketing is well suited to homewares, furniture, bedding and lifestyle retailers because these brands often rely on atmosphere, comfort and emotional connection to shape the customer experience.
Helpful Scent Marketing Resources
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Brian Clark
