Boots is continuing its growth drive in its core UK market and will open a first-of-its-kind fragrance boutique in London this autumn. It will showcase over 400 luxury and niche scents including UK exclusives and new brands to the chain.
The company said the boutique “will offer a sensory-led retail space with expert consultations, premium concierge services, and luxury gift-wrapping”.
It comes as the company continues to “invest significantly” in its store portfolio to enhance customer experience”, although it’s also closing stores, some of which may have been operational for many decades.
So where will the new store be? Boots Fragrance’s location is Broadgate Central and follows the opening of its beauty-only store at Battersea Power Station in 2023.
The new 2,150 sq ft boutique will include over 20 brands new to Boots and recent additions to the chain, such as Hermès and Guerlain, will be there. New emerging British founder-led brands and niche international labels “will also be brought together under one roof to celebrate the artistry and innovation of modern perfumery”.
The store will include “a reimagined, sensory-led retail experience, featuring trend-led discovery zones and 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, supported by a premium concierge service and luxury gift-wrapping”.
All the products available at the store will also be available on Boots’ webstore and app.
The company’s director of fragrance, Chelsey Saunders, said the move “represents a bold step forward in how we bring fragrance to our customers”.
So why this move right now? Boots said the announcement comes against the backdrop of a “robust UK fragrance market, which is on track to surpass £2 billion by 2029”. Fragrance sales at the business itself have seen “solid growth as the retailer continues to expand its brand portfolio alongside an ongoing programme of nationwide store upgrades of fragrance aisles. The launch of Boots Fragrance boutique represents the next step in this journey”.
