The Fragrance Shop has launched pop-up ‘Sniff Bars’ in high-footfall locations.
The locations allow customers to sample products and purchase them online, and talk to fragrance experts.
The first Sniff Bars will open in Trinity Leeds and Birmingham Grand Central.
Each bar will sell 100 products from brands including Bvlgari, Calvin Klein, Chloé, Diesel, Giorgio Armani, Gucci, Hugo Boss, Jimmy Choo, Marc Jacobs, Loewe, YSL and Paco Rabanne.
Sanjay Vadera, chief executive of The Fragrance Shop, said the idea had been tried out at a charity gala and had been well received. He said: “I am looking forward to rolling out the Sniff Bar, allowing people to experience the variety and quality of our offer and the expertise of the team.”
The retailer plans to launch more Sniff Bars in high-footfall areas and host events in partnership with fragrance brands.