Health and beauty retailer Boots is to open a new fragrance-only boutique in London this autumn, showcasing exclusive scents and immersive experiences.
The new space in Broadgate Central, London, will offer a sensory-led store with expert consultations, premium concierge services and luxury gift-wrapping.
Boots opened a beauty-only store at Battersea Power Station in 2023, which was part of the group’s initial bid to develop innovative new store concepts.
Boots hopes the new offering will diversify its store portfolio and enhance customer experience.
The fragrance-only store is 2,150 sq ft and will showcase over 400 luxury and niche scents, including UK exclusives and more than 20 brands new to Boots.
It will also feature interactive discovery zones and immersive experiences that invite customers to engage with fragrance in a new way.
A team of expert fragrance specialists will be on hand to provide personalised consultations and advice.
The retailer said fragrance sales have seen solid growth as it continues to expand its brand portfolio, alongside an ongoing programme of upgrades of fragrance aisles.
Boots director of fragrance Chelsey Saunders said: “Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers.
“As the nation’s favourite beauty retailer, we’re proud to be creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting and inspiring for all.”
UK perfume industry expert Christopher Yu said: “The UK fragrance landscape is thriving – dynamic, diverse, and more creatively ambitious than ever. Boots has long been a trusted name in beauty, and the launch of the Boots Fragrance boutique is a powerful statement of its commitment to the UK fragrance industry.”
A dedicated luxury and niche fragrance hub will launch online, which Boots said will feature “exclusive content, inspiration and brand stories”.
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