# Forest Fragrance Stores The Perfumery by Koyia Invites People to Pay with Time Spent in Nature By Laura McQuarrie | Published 2025-09-10 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-perfumery References: [thestable.au](https://www.thestable.com.au/koyia-perfumery-launches-its-first-store-in-a-forest-clearing-unstaffed-open-24-7-accepts-no-money/) & [koyia.se](https://koyia.se/theperfumery)  Swedish fragrance brand Koyia opened its [first physical store](https://www.trendhunter.com/trends/loewe-perfume-store), The Perfumery, not in a busy city center but [nestled peacefully in a forest clearing](https://www.trendhunter.com/trends/naturefirst-store-concept). “In an era where everything revolves around quick results and where consumers are pushed to buy more, faster, we want to offer something that makes us slow down. Koyia Perfumery is probably the world’s slowest store,” said Ylva Nestmark, co-founder of Koyia. As such, The Perfumery by Koyia is unstaffed, open at all hours and cashless. Instead of paying with kronor and öre, people in Sweden are invited to linger and "spend" by investing time in nature. Koyia’s fragrances are locally produced and made from young spruce shoots, and this unconventional place to [discover fragrance](https://www.trendhunter.com/trends/mega-experience-center) offers an unforgettable experience of a core ingredient. ## Trend Insights (Trend Hunter) - Score: 7.9/10 - Popularity: 93% | Activity: 95% | Freshness: 50% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Nature-based Transactions:** The innovative payment model of exchanging time spent in nature for products challenges traditional retail commerce. - **Cashless Experience Retail:** Retail environments that enable transactions without traditional currency are redefining consumer engagement and accessibility. - **Unstaffed Retail Spaces:** Unmanned stores that rely on trust and self-service offer a novel take on the shopping experience by reducing operational costs and enhancing customer autonomy. ### Industries Being Reshaped - **Fragrance Industry:** The introduction of nature-inspired ingredients and experiential retail in perfumery represents a shift toward sustainability and customer immersion. - **Eco-tourism:** Retail concepts that incorporate natural settings into the shopping experience create new opportunities for ecological and recreational tourism. - **Retail Innovation:** The development of unique and immersive retail experiences continues to push the boundaries of how and where consumers engage with brands. ## Related on Trend Hunter - [Sensorial Fragrance Retailer Experiences](https://www.trendhunter.com/trends/the-perfume-shop-scent-sanctuary.md) - [Concept Perfume Stores](https://www.trendhunter.com/trends/perfume-library.md) - [Fresh Pine-Scented Perfumes](https://www.trendhunter.com/trends/stora-skuggan.md) - [Multi-Sensory Fragrance Experiences](https://www.trendhunter.com/trends/scent-sanctuary.md) - [Immersive Fragrance Retail Locations](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store.md) - [Fragrance Libraries](https://www.trendhunter.com/trends/scent-lending-library.md) - [Modern Luxury-Focused Fragrance Lines](https://www.trendhunter.com/trends/cos-perfumery.md) - [Minimal Scent Stores](https://www.trendhunter.com/trends/en-doft-store.md) - [Next-Gen Emotive Fragrances](https://www.trendhunter.com/trends/lore.md)