Boots is opening its first fragrance-only store, showcasing 400 luxury scents including both brands and exclusive own-label lines.
The health & beauty retailer’s first fragrance boutique, called Boots Fragrance, is set to open this autumn in Broadgate Central, London.
It will feature trend-led “discovery zones”, according to Boots, and offer “immersive experiences that invite customers to engage with fragrance in a completely new way”.
A team of expert fragrance specialists, with advanced training on scent profiling and fragrance matching, will be on hand to provide personalised consultations and tailored advice.
The range will include recent additions to Boots such as Hermès and Guerlain. New emerging British founder-led brands and niche international labels will also be offered, according to the retailer.
It follows the opening of Boots’ beauty-only store at Battersea Power Station in 2023.
“Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers,” said Boots director of fragrance Chelsey Saunders.
“As the nation’s favourite beauty retailer, we’re proud to be creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting and inspiring for all.”
Christopher Yu, perfume industry expert and trustee of The Fragrance Foundation UK, said: “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.”
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