Chanel has officially closed its standalone U.S. beauty concept store, Atelier Beauté, after six years in operation.

Located in Soho, New York City, the French luxury brand first opened the store in 2019 as a “new concept” space dedicated to fragrance discovery and personalized beauty services.

With its focus on experience over sales, Atelier Beauté allowed visitors to explore a range of products, including makeup, skincare, and fragrances, in an interactive setting.

The closure marks a shift in Chanel’s retail strategy as it looks to streamline experiential offerings and strengthen its omnichannel approach amid growing competition in the beauty sector.

The brand emphasized that innovation will now be integrated into its existing fragrance and beauty retail formats, focusing on scalable and high-impact client experiences.

The store’s closure comes during a challenging period for the luxury industry, as consumer demand softens globally. Chanel recently cut 70 jobs in the U.S. — about 2.5 percent of its workforce in the region — citing the need to “protect the business.”

Despite the setback, Chanel reaffirmed its commitment to the U.S. market, stating that fluctuations in demand are expected in any major region.