new boutiques establish rue Saint-Honoré as a fragrance hub

Rue Saint-Honoré is elevating its fragrance scene in Paris’ 1st arrondissement, drawing top luxury brands. The iconic street will welcome new niche perfumery boutiques in the coming weeks, further cementing its status as a premier scent destination.

French fragrance house Matière Première will open its first-ever standalone boutique at 306, rue Saint-Honoré, steps away from Christian Dior Parfums, Parfums de Marly, and Fragonard. The opening comes a few months after luxury giant Kering took a stake in the brand, which was founded in 2019 by Aurélien Guichard, Cédric Meiffret, and Caius von Knorring.

Another Kering-backed brand is also making its way to rue Saint-Honoré. Creed will open a boutique at 211, rue Saint-Honoré, taking over the space previously occupied by footwear brand Cosmoparis. Kering acquired the historic fragrance house, founded by James Henry Creed in 1760, in October 2023. At the time, Creed generated annual sales of €250 million and already operated a Paris boutique on rue des Saints-Pères in the 7th arrondissement.

In early April, Italian perfumer Acqua di Parma, part of the LVMH group, will open a boutique at 305 rue Saint-Honoré, near Byredo (Puig Group) and directly across from the upcoming Matière Première store. The brand—founded in 1916—is already present at La Samaritaine and BHV Marais and previously operated a boutique on rue des Francs-Bourgeois in the Marais. This district has also seen a growing number of beauty and fragrance brands set up shop.

By the end of the year, Maison Crivelli will also join the neighborhood, opening at 314, rue Saint-Honoré in the space formerly occupied by jewelry brand Satellite. Currently sold in 44 countries through 450 retail points, the independent fragrance house—founded seven years ago—will unveil its first standalone boutique.

According to trend forecasting firm NellyRodi, the global niche fragrance market is valued at nearly $3 billion (€2.7 billion) and is expected to reach $7.4 billion by 2031.