Superdrug has introduced fragrance counters into store as it seeks to become a more specialist perfume retailer.
Initially three stores – Basingstoke, Merry Hill in Birmingham and Manchester Arndale – will feature specific fragrance counters and dedicated staff.
Further roll out of the counters is expected next year.
Currently, 50 of its 880 stores feature fragrance counters from its sister company The Perfume Shop but the remaining stores locate its perfume offer behind the till.
The Perfume Shop will help Superdrug, which are both owned by AS Watson, introduce the fragrance counters, supplying training and merchandise for the initial launch.
The move follows new partnerships with a number of higher market level fragrances and brands such as Jimmy Choo, Jean-Paul Gaultier and Issey Miyake.
Superdrug buying director Andrew Groom said: “Fragrance is a very emotive product to buy and this new approach allows us to add an extra layer of confidence and specialism.
“We are in the middle of a large store reinvention programme and we hope to be introducing the fragrance counters into more stores in 2013 and beyond.”
Superdrug has been refurbishing its store estate over the past two years.