Can Boots’ new fragrance concept go toe-to-toe with the UK’s long-standing perfume players?

By Alessandro Carrara | Published: 29-Jul-2025
Fragrance Retail

The British beauty and health retailer’s new fragrance boutique is set to open this autumn, but can it compete in one of the UK’s most saturated spaces? Cosmetics Business hosts the discussion

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Boots is entering the hotly contested perfume arena this autumn with the surprise announcement of its debut fragrance concept store Boots Fragrance, offering a selection of more than 400 luxury, fine, niche and prestige scents.

Set to open in Broadgate Central, London, the 2,150sqft boutique is part of the UK health and beauty retailer’s plans to “invest significantly in its store portfolio”, but has also been fuelled by “solid growth” in its fragrance sales.

However, can Boots’ new concept store succeed in this space against established rivals such as The Fragrance Shop and The Perfume Shop, who are equally investing in making their in-store scent experiences more immersive?

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