Dior is betting on brick-and-mortar retail to keep its beauty business’ momentum, and the brand is starting in New York.

The prestige brand is opening its first U.S. retail door in New York’s SoHo on Wednesday.

It’s the first in a rat-a-tat cadence of openings into next year, which will include a store in Canada as well as locations in other key markets in California and Florida. The move is part of a broader effort to further brand equity with consumers in North America.

“Our North Star is brand desirability, and building Christian Dior Parfums into the most desirable, number-one, leading luxury fashion beauty house in the U.S. We’ve set out some very clear strategic priorities around building that and securing leadership in all key categories,” said Charlotte Holman Ros, president of North America of Christian Dior Parfums.