Dior Beauty has opened a U.S. flagship at South Coast Plaza in Costa Mesa, Calif., unveiling its largest footprint yet and reinforcing its commitment to brick-and-mortar retail.

“We have a very clear vision for building a network of flagship boutiques for Parfums Christian Dior across North America,” said Charlotte Holman-Ros, president of Christian Dior Parfums in North America. “We really believe it’s an opportunity to speak to the international high luxury clientele, who’s already in the world of Dior, and really bringing them into the world of Dior fragrances, beauty and services.”

Dior Beauty has six New Look concept boutiques globally; the new store — at 3333 Bristol Street in suite 2007 — marks its second in the U.S. The company first opened in New York’s SoHo neighborhood at 109 Greene Street in October.

For a West Coast debut, South Coast Plaza was the obvious choice, Holman-Ros said.

“It’s the number-one luxury mall in the U.S., 24 million visitors annually, a very large both local but also international luxury clientele and, of course, for many luxury brands, including for LVMH, it’s a key flagship mall,” Holman-Ros went on. “So, it was absolutely the kind of place that we wanted to plant the flag for Dior boutiques in North America.”

Discussions about the store’s precise location within the mall began approximately 18 months ago, she said. The new boutique is steps away from other LVMH Moët Hennessy Louis Vuitton brands including Louis Vuitton, Bulgari and Tiffany & Co.

“It’s very well located in a high-traffic part of the mall with very strong luxury watches and jewelry brands adjacencies, as well as where the mall is building more of a luxury beauty cluster for the future. So, we’re very happy with the location,” Holman-Ros said.

Dedicated to Dior fragrances and beauty, working with Dior Perfume creation director Francis Kurkdjian, the boutique features natural light, a skylight and high ceilings. It’s a mix of natural stones with white lacquer, neutral fabrics and golden metal accents.

“As our first flagship fragrance and beauty boutique across North America, it really has a first-of-its-kind assortment, product offer, services offer and layout, as well as a visual identity, which is the first of its kind within the North America market,” Holman-Ros said. “So, if I think about the assortment, it’s really focused around our premium and ultra-premium offering, really tailored to that very discerning Southern California client.”

The store showcases La Collection Privée Christian Dior, a line of high-end fragrances with bath and body goods, and its customizable La Collection Privée accessories, including fragrance trunks, cases and caps, as well as a selection of fashion accessories like sunglasses, jewelry and Mitzah scarves.

​On display, and also available for purchase, are Dior Beauty’s handcrafted Amphoras, an exclusive line of perfume bottles inspired by the amphora design first introduced by Christian Dior himself in 1947 for his debut fragrance, Miss Dior. Each bottle can be filled with the client’s scent of choice.

Other special U.S. exclusives include The Miss Dior by Eva Jospin (a special trunk by the French visual artist), Cannage Trinité Nacré Coffret by Nada Debs (a luxury perfume case with the Lebanese designer and scuptor) and L’Or de Vie by Aristide Najean (a work of art by the French painter and sculptor), along with Dior’s known fragrances, including Miss Dior, J’adore, Sauvage and Dior Homme.

In skin care, there’s L’Or de Vie, Dior Prestige and Dior Capture collections available, along with consultation services. And in color, it’s a wide selection of cosmetics as envisioned by creative and image director for Dior Makeup Peter Philips, including Rouge Dior, the Dior Forever and Dior Backstage lines.

Another boutique exclusive is a private suite dedicated to personalized services, named “Dior Moments to Your Measure.”

“It’s both to meet the needs and the expectations of a very discerning clientele, as well as to ensure that we can truly offer the best of Dior spa, skin care, fragrance and makeup services to the client,” Holman-Ros said of the services. “We’ve particularly been developing our skin care services over the last couple of years with a series of partnerships in the spa world, like our summer residences last year at The Little Nell in Aspen and at the Beverly Hills Hotel, and we’ve been building out a very elevated global spa footprint. So we want to be able to encapsulate and offer a very curated version of those services to this client.”

Dior Beauty has been offering spa experiences with stand-alone Dior Spa locations, including three in France at Cheval Blanc and Plaza Athénée in Paris and at the Hôtel du Cap-Eden-Roc in Antibes; two in the Middle East at The Lana in Dubai and at the Hamad International Airport in Doha, Qatar; two in Belmond trains inside the Royal Scotsman in the U.K. and Eastern and Oriental Express in Malaysia, and at Splendido hotel in Portofino, Italy.

“It’s the appeal that the mall has for the luxury international client,” Holman-Ros added, of expanding to Southern California. “It has many visitors coming from Asia, from the Middle East, from Latin America as well. So, it really felt like a true global, international destination for us. We looked at it in the context of our global footprint, not just our North America footprint. For Dior within the U.S., the greater L.A., Southern California area and New York are both two critical flagship markets of roughly equal size to the brand.”