If the opening of Boots’ beauty-only store at Battersea Power Station just under two years ago seemed like a significant move, an opening this week will take its specialisation strategy even further.
Boots
On Thursday, the British health & beauty giant is to open a first-of-its-kind Boots Fragrance concept store in the City of London’s newest premium retail destination, Broadgate Central.
It will showcase a curated collection of over 400 luxury and niche scents and over 20 brands that are new to Boots.
At the same time, luxury and niche scents will also be available to Boots customers nationwide via a new fragrance hub on boots.com and the Boots app (also launching on Thursday), featuring exclusive content, inspiration, and brand stories.
Boots is already a key fragrance retailer in Britain and the company said the boutique “will offer a reimagined, sensory-led retail space featuring trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a completely new way”.
The offer will include prestige and fine fragrances from luxury labels, plus niche perfumery from British founders, independent perfume houses and international brands.
A team of “expert” Fragrance Specialists, with advanced training on scent profiling and matching, will offer personalised consultations and tailored advice at the boutique. And a range of complimentary “expert-led” fragrance experiences will also be available. These include a Signature Scent Experience (which is a bespoke consultation “designed to help visitors find a scent that reflects their unique style”) and a Wedding Fragrance Experience, for couples preparing for their big day.
Chelsey Saunders, director of fragrance at Boots, called it “a bold step forward in how we bring fragrance to our customers. 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”.
The company said that following the Battersea opening, it continues to develop and launch “innovative new store concepts. Boots remains focused on enhancing its store portfolio to elevate customer experience, including redesigning over 180 beauty halls and training over 1,400 Beauty Specialists nationwide, to create immersive spaces where discovery meets expert advice”.
