Pure Beauty

Diptyque to open new multilevel boutique in London in spring 2024

By Amanda Pauley | Published: 9-Oct-2023

The perfume house’s shop on New Bond Street will be the seventh in its UK portfolio

Diptyque is opening a multilevel boutique in London, UK, next year as part of its wider retail expansion plans.

The luxury fragrance brand’s new store will launch in spring 2024 and be situated on 107 New Bond Street.

Diptyque hired British artist Charlotte Trounce to paint the unit's hoarding as a way to announce the store opening and champion talent in the local area. 

The bold design is said to draw inspiration from the maison’s artistic heritage and collection of scents. 

“Diptyque is proud to support the emerging artistic scene and offers carte blanche to the British artist Charlotte Trounce,” reads the display. 

Details of what the space will entail are yet to be revealed. 

Diptyque has been ramping up its presence in the capital over the past year. 

The brand opened its flagship boutique in Chelsea, London, in November 2022.

With three different sections, it is the brand’s largest store so far at 107sqm.

Diptyque hired artist Charlotte Trounce to paint its New Bond Street unit hoarding

Diptyque hired artist Charlotte Trounce to paint its New Bond Street unit hoarding

The perfume house also reopened its Spitalfields boutique in July 2022 following a major design overhaul. 

The place now blends Diptyque's Parisian roots with traditional elements from its East London location. 

The brand also has stores in London’s Brook Street, Covent Garden, Marylebone and Westbourne Grove. 

Diptyque is not the only beauty brand expanding its presence in the UK.

UK retail chain Superdrug recently opened its largest store in the North West.

Beauty giant Space NK has also just launched its new ‘concept store’ in Edinburgh.  

Meanwhile, US beauty retailer Sephora is set to open its second UK store in shopping centre Westfield Stratford City in November 2023. 

Read more:

You may also like