The British retailer has revealed plans to open this autumn “a first of its kind fragrance boutique” in Broadgate Central, near Liverpool Street station, London.
Showcasing over 400 luxury and niche scents including UK exclusives and new brands to Boots, this first-ever fragrance-only 2,150 sq. ft. boutique will offer expert consultations, premium concierge services, and luxury gift-wrapping.
The launch of Boots Fragrance follows the opening of its beauty-only store at Battersea Power Station in 2023. The retailer is indeed striving to develop new attractive concepts, in a context of increased competition since the return of Sephora in 2023.
“Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers,” said Chelsey Saunders, Director of Fragrance at Boots.
The curated collection of fragrances will include recent additions to Boots, such as Hermès and Guerlain, and new emerging British founder-led brands and niche international labels.
The announcement comes against the backdrop of a robust UK fragrance market, which is on track to surpass £2 billion by 2029 [1].
All brands stocked in the boutique will also be available to purchase online on boots.com and through the Boots App this autumn, with the next day Click and Collect service available at over 1,600 stores. A dedicated Luxury and Niche Fragrance hub will launch online too, with exclusive content, inspiration, and brand stories.
“The UK fragrance landscape is thriving – dynamic, diverse, and more creatively ambitious than ever. Boots has long been a trusted name in beauty, and the launch of the Boots Fragrance boutique is a powerful statement of its commitment to the UK fragrance industry. By championing both heritage and innovative new brands, Boots is now a key part of inspiring a new generation of perfume creators and perfume lovers,” commented Christopher Yu, Perfume Industry Expert and Trustee of The Fragrance Foundation UK.
