THE MAKING
of DOSSIER
OCT 28, 6:30-8:30 PM · NYC · INVITE ONLY
THE RETAIL MUSE PRESENTS
What Does It Really Take to Launch a Store That Draws Crowds?
Most retail stories stop at the glossy Instagram reveal. They don’t show you the messy, beautiful, real-life process of how a store actually comes to life.
The Retail Muse, in partnership with Rekon Retail, invites you to step inside Dossier's new boutique on October 28 for a live, AMA ("Ask Me Anything") convo with the team behind this perfume playground.
They'll share the unvarnished truth: the strategy, the missteps, and the magic that went into creating an unforgettable brick-and-mortar experience in NYC.
Don't miss this rare chance to ask your burning questions, and connect with a curated community navigating the same challenges you are!
Brands & Retailers
Planning or scaling physical locations
DTC Founders
Meaningfully testing brick-and-mortar and IRL strategies
Store Designers
Creating spaces that convert
Investors & Media
Focusing on retail innovation and what's next
Not you? Service providers are welcome to apply and attend via a paid ticket or sponsorship. If you are an F&B brand interested in sampling, contact events@retailmuse.com
Learn the secrets behind the best new openings and must-see pop-up experiences in Nolita during this expert guided tour. (For VIP Ticket Holders Only)
Guided Retail Tour
Enjoy a welcome drink as you explore Dossier's fragrance playground. We'll also be sharing some guided conversation starters to help you break the networking ice ;)
Check In + 'Sip & Spritz'
Learn the storefront secrets behind the making of Dossier, as Sandy Hernandez facilitates this exclusive fireside chat and AMA ('ask me anything') with Rebekah Kondrat and Libby Shani from Rekon Retail. Bring all of your burning questions and have your notepads at the ready!
Live AMA: The Making of Dossier
'Sip & Spritz' continues as you enjoy more connection time, and *hopefully* make one, two, or several new industry friends!
Shop and Connect
@theretailmuse
MEET YOUR HOST & MODERATOR
Hi, I'm Sandy Hernandez
Creator of A Store Is Born and Founder of The Retail Muse. RETHINK Retail Top Expert (2024 & 2025) and NRF Retail Voice (2025).
Former Accenture strategist helping brands transform their approach to physical retail. My retail safaris and workshops take teams into the wild to observe real consumer behavior and design experiences that convert.
Former Head of Retail at Joybird with 20+ years at Apple, Starbucks, and Warby Parker. Has overseen $100M+ revenue channels, launched dozens of stores, and led teams of up to 300. At Rekon, she leads end-to-end store launches for brands like Easyplant, Catbird, Hypebeast and Kizik.
Libby Shani
Rebekah Kondrat
The operational genius who's orchestrated many brands' retail "firsts"—from FIGS' first pop-up to Sarah Flint's store rollout to Chanel's first beauty concept shop. She ensures beautiful stores actually perform.
Founder & Managing Partner
Partner, Omnichannel Operations
MEET THE MAKERS
Rekon Retail
EXCLUSIVEs WHEN YOU'RE ON THE LIST
SELF-GUIDED TOUR OF SOHO SHOPS
If you join the list by Oct 9, you'll unlock discounted access to upgrades, like an innovation tour map from The Retail Muse, as well as other premium and VIP experiences.
Invite List
PERK
Where the store becomes the stage—and its makers take the mic.
A Store Is Born is a new series hosted by Sandy Hernandez, founder of The Retail Muse and award-winning retail strategist. Each event pulls back the velvet curtain on how physical retail spaces—from flagship stores to pop-ups—actually come to life. Through candid, behind-the-scenes interviews with founders, designers, and build partners, Sandy unpacks the real strategy, missteps, and magic that go into creating unforgettable brick-and-mortar experiences.
You’ll hear the story—and get the playbook on how they pulled it off. If you’ve ever wondered what it really takes to open a great store, this is your all-access pass.
We review every applicant to curate the right mix of attendees. Priority goes to brands, retailers, investors, and media. Confirmations will be sent starting the week of October 6 when the doors open for tickets.
The main event is complimentary for approved brand and retailer attendees, with paid ticketing options for others. Registered invitees will also have the opportunity to purchase Premium and VIP upgrades, which include exclusive experiences and benefits.
Perfect timing! This event is also designed for brands planning their physical retail strategy, not just those already operating.
Yes of course! However, each person still needs to complete their own registration for approval. Please direct your colleagues to this page to get them all set up!
This night is designed primarily for brands and retailers. A limited number of partner spots may be available by invitation. Please join the list and we’ll review the entry. Or you can contact events@retailmuse.com directly for partnership and sponsorship opportunities.
We LOVE introducing emerging and disruptor brands to our community. We will leave open 1-2 limited spots at this event. Email events@retailmuse.com for details.
No, this session is exclusively for in-person attendees. It is designed as an intimate, off-the-record conversation, allowing speakers to candidly discuss sensitive topics such as numbers, mistakes, and valuable lessons learned. While we will capture select highlights for our post-event Field Notes, detailed insights will be shared only with attendees.
