This storefront on the southeast corner of Orchard and Hester street might not look like much at the moment, but in the months ahead it will become the new home of Nonfiction, a South-Korea based fragarance brand.
On its website, Nonfiction, founded in 2019, is described as, “a lifestyle fragrance brand that tells stories through scent.” Currently, the company has retail locations in South Korea, Japan and in Hong Kong. In a story last year, founder Haeyoung Cha told Vogue about her global expansion plans, including a presence in the U.S.
Orchard Street’s international profile as a fashion destination keeps on growing. The Paris-based fashion brand, BRUT Archives, opened across the street just a few weeks ago.
