The Perfume Shop said its new Boutique concept stores have “exceeded expectations” following strong sales of niche scents.
The fragrance specialist opened the new format at its Brent Cross and Lakeside locations back in July, offering shoppers “high-quality and niche perfumes” in a more personalised and exclusive shopping experience.
The retailer said over 25 new brands have joined the boutique, including Contes de Parfums, Hugh Parsons and Laboratorio Olfattivo, with niche scents now making up to 16% of total store sales.
It reported that the concept was attracting a new customer base, with top-performing brands in-store differing from online sales.
The Perfume Shop managing director Gill Smith said: “Our boutique stores were created to redefine the perfume shopping experience, and the response since late July has been phenomenal”.
“Our boutique stores have unlocked a new level of engagement with our customers. We’re seeing exceptional demand for niche and exclusive fragrances, brands like MCM are performing particularly well and our store teams are instrumental in sharing the craft and inspiration behind each scent. This unique experience is helping us reach new audiences and grow our market share across emerging and established brands alike.”
The Perfume Shop is not the only retailer trialling new concepts, with rival Boots unveiling its new fragrance-only store at the end of last month. The boutique at London’s Broadgate Central stocks over 400 new scents and more than 20 brands new to Boots.
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