What: Brooklyn boutique L'Ensemble pioneers a new luxury retail model centred on privacy and personalised service through appointment-based shopping.

Why it is important: This innovative approach addresses the growing consumer demand for privacy and discretion in luxury shopping, whilst creating a sustainable business model that doesn't rely on foot traffic or traditional retail visibility.

L'Ensemble, a distinctive multi-brand boutique in Brooklyn's Dumbo neighbourhood, represents a new wave of retail experiences focused on privacy and personalisation. Founded by former fashion buyer Dawn Nguyen, the store operates primarily through appointments, offering an intimate shopping environment that contrasts sharply with the prevalent queueing culture. The dimly lit space, crafted with interior designer Patrick Bozeman, features mid-century furniture and artistic elements that create a sophisticated atmosphere.

The boutique's carefully curated selection includes under-the-radar brands like Sunflower, Extreme Cashmere, and Paraboot, with prices ranging from USD 90 T-shirts to USD 5,800 trench coats. Nguyen's approach emphasises personal service and product knowledge, replicating the exclusive experience typically reserved for industry professionals. The concept has already attracted a loyal clientele of fashionable New Yorkers, with plans for a shopfront space in 2025.

IADS Notes: Recent data from our database shows this concept aligns perfectly with current retail trends. In September 2024, research revealed that 70% of shoppers prefer retailers offering personalised experiences, while luxury retailers are increasingly focusing on private shopping services. This shift is further evidenced by Saks Fifth Avenue's expansion of its Fifth Avenue Club in July 2024, and Nordstrom's creation of a Director of Luxury Styling role in February 2025. The trend extends globally, with Harrods' recent reorganisation of its designer collections in November 2024 emphasising intimate shopping environments and personalised service.

Beyond the queue: how L'Ensemble is making privacy the ultimate luxury