The Perfume Shop will introduce 90-minute deliveries this month after teaming up with express service Shutl.

The fragrance retailer is set to launch the service by the end of the month in time for Christmas, as it targets customers buying gifts.

The Perfume Shop managing director Jo Walker said: “It is fabulous. The service makes it easier for our customers to shop. It’s all about making it more convenient.”

Walker added that the service is particularly suited to gifting when customers need to send a present immediately, particularly in those cases where they may have forgotten a birthday or anniversary.

Initially, the service will cover London only but Walker said this will be scaled up “as quick as we can”.

The service will cost customers £7.50 and customers will be able to book a hour delivery slot of their choice.

Walker said that the rapid service is another step in the retailer’s multichannel strategy. As part of this, The Perfume Shop introduced iPads in store and is using a specially developed app to help customers pick their favourite fragrances.

The Perfume Shop is among a handful of retailers who offer the service including Argos, toy retailer The Entertainer and electricals retailer Maplin.