Fresh joins Covent Garden beauty hub with new store

LVMH-owned beauty brand Fresh is due to open its second boutique in the UK

LVMH-owned cosmetics brand Fresh is due to open its second boutique in the UK this month, located at 17 Monmouth Street in Covent Garden, an area that is fast becoming a shopping mecca for high end beauty brands.

The new boutique comprises areas for product discovery

The 427sqft store mimics the ambience of Fresh’s flagship in Union Square, New York in the US. The boutique features areas that link to the brand’s core values of artisanship, hospitality, apothecary and tradition. A ‘kitchen table’ invites consumers to learn about new products, while the Sugar Lip Bar showcases Fresh’s Sugar Lip Treatment collection. Meanwhile, the Gift Bar allows consumers to customise a set of their own, as well as have any purchases gift-wrapped. Over at the Love Bar consumers can write a mini love letter expressing why they love the brand, while there is also a Sensorial Bar and a Best-Sellers Bar, which feature fragrances and top selling products from Fresh.

The ambience of the store is light and airy with wooden finishings

Fresh CEO Jean-Marc Plisson said: “This opening is part of Fresh’s continued UK expansion, signalling the exciting growth opportunity we see in this country. Since opening the Marylebone boutique in London ten years ago and recently launching our UK e-commerce platform and counter at Harrods, we are thrilled to bring our unique retail experience to Monmouth Street, forging the Fresh expression in this market.”