On a sunny Friday morning (25 July), a queue is forming outside The Perfume Shop’s newest store at Brent Cross shopping centre in London, UK, on its first day of opening. But this shop is like no other.
The dual format site hosts not only a space that is typical of the UK independent fragrance retailer’s 210 stores across the country, but also a glossy new boutique showcasing a range of more niche scents.
Two years in the making, this new elevated concept for the retailer gives high-end department store vibes with white marble-looking counters and gold-edged shelves – a stark contrast to its darker and more densely stocked standard stores.
Lighter and brighter, and with more space given for showcasing each of the more than two-dozen brands it sells, the concept is the latest evolution in the 33-year-old retailer’s history designed to serve a customer base that is growing ever more sophisticated.
“It is very much led by customer trends,” Gill Smith, Managing Director of The Perfume Shop, tells Cosmetics Business.
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