Boots is opening its first fragrance-only concept store in Broadgate Central, London, this autumn as part of its strategy to become the UK’s go-to beauty retailer.
The 2,150sqft “sensory-led” Boots Fragrance boutique is part of the UK health and beauty retailer’s plans to “invest significantly in its store portfolio” and comes as the business reports “solid growth” in its perfume sales.
A curated collection of more than 400 luxury, fine, and prestige scents will be showcased, as well as emerging British founder-led brands and niche international labels.
This selection will include UK exclusives as well as more than 20 brands new to the retailer.
“Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers,” said Chelsey Saunders, Director of Fragrance at Boots.
“As the nation’s favourite beauty retailer, we are 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.”
Boots Fragrance boutique is the next stage of the retailer’s ongoing reinvention programme, which saw it open its first-ever beauty-only store at London shopping destination Battersea Power Station in December 2023.
The new fragrance-only store promises trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in “a new way”.
Expert consultations, luxury gift-wrapping and premium concierge services will be on offer, with in-store ‘fragrance specialists’ having undergone advanced training on scent profiling and fragrance matching.
The UK fragrance market is a robust and tantalising space for the retail player to take advantage of – on track to surpass £2bn by 2029, according to analyst Mintel’s UK Fragrances Market Report 2024.
Christopher Yu, perfume industry expert and Trustee of The Fragrance Foundation UK, believes the store opening could inspire a new generation of perfume lovers.
“The UK fragrance landscape is thriving – dynamic, diverse and more creatively ambitious than ever,” said Yu.
“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.”
The UK beauty retail scene is hotting up this year, with Sephora continuing to roll out its UK bricks-and-mortar expansion plans.
Space NK is set to open a new flagship boutique in London in August after “continually outperforming the market”.
The Perfume Shop, meanwhile, is also debuting two new concept boutiques focused on luxury and niche scents as part of its latest expansion plans.
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