Crabtree & Evelyn opens botanist-inspired concept store

Store will feature a fragrance garden and sounds of nature played on-site

Crabtree & Evelyn has opened a store in its pre-existing pop-up location on King’s Road in London, UK.

The store is being used as a test space to develop ideas for the brand ahead of store openings in the future. The store is inspired by botany and is centred round the theme of the ‘botanist’s home’.

Key features include a fragrance garden, curated product stories and product testing counters for consumers. There will also be nature sounds played into the store in order to create “a sensorial experience, inspired by nature”, the brand noted.

Crabtree & Evelyn hinted at a shift in its target audience, with a release noting that the “goal is to provide a retail experience that appeals to and engages with the contemporary lifestyle of the new target consumer”.

The pop-up’s interior features light wooden flooring, with wooden shelf space displaying products. Bright blue wood panelling adds a modern touch to the space, while terracotta-coloured chests of drawers line the edge of the store. Pendant lights hang from the ceiling and small black desk lamps light up the testing area.

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