We know Marylebone High Street has become one of London’s key retail locations for niche fashion and beauty brands alike, and with the area now trading at near capacity, one of the new arrivals to secure space is affordable luxury perfumer Atelier Rebul.

“It’s the place to be… the hype of the street, the branding of the street, so we wanted to be here, want to be part of the hype”, the brand’s co-CEO Nüket Filiba told Fashionnetwork.com

He said the storied 130-year-old brand with its roots in Istanbul “has had a long wish to enter the UK… and that wish has now come true.

“London is a travel corridor for us connecting our key hubs Istanbul, Dubai and Jakata [so this store] is an inevitable link for us.”

With its first UK opening and country-specific website comes a unique new look for the brand, blending heritage and modernism. The debut store, a design guided by the brand manifesto ‘The Alchemy of Encounters’ will also become a template for planned (still-secret) physical expansion. Although there are “ongoing discussions for entry into key UK department stores”, he said.

London becomes the brand’s fifth monobrand store joining four in Indonesia, although Atelier Rebul is represented in 21 countries via almost 1,000 “affordable luxury” sales points, mostly through Asia and the Middle East and Europe. The latter includes strong representation in Benelux countries Belgium and Netherlands as well as in Croatia.

“In our core markets we are renowned for our fragrance craftsmanship that comes with a pharmaceutical background,” he noted.

Its arrival in the UK is underpinned by the fact that “niche fragrances in the beauty sector here are booming. There are a lot of indie brands completing [in our space so it is] important to have a strong heritage [supporting] our story, which makes the difference for our brand.”

As mentioned, the brand’s pitched at the affordable luxury level: “When you look at the price points in the selective cosmetics market, quality-wise we are in the luxury segment but in price point, it’s affordable,” he noted. 

Product-wise, its ‘Niche Collection’ (priced around £200) includes seven exclusive fragrances created by famous perfumers, including Alberto Morillas (responsible for Gucci Bloom and  CK One) who created its Parfum Artisanal Elixir 1.

Meanwhile, its ‘Best Seller’ signature collections including ‘Istanbul’. Inspired by the city, with the spices of Grand Bazaar, it’s a warm spicy fragrance “revealing all of the rich colours of Istanbul”, and ‘Bosphorus’, an aquatic fragrance revealing notes of sea salt and Turkish rose.

“Each ingredient serves a specific purpose due to the brand’s unique heritage and apothecary expertise that contribute to the product, establishing a significant perfume and home fragrance legacy.”

The London store’s lower floor also houses an area dedicated to bespoke product experiences and perfume workshops “to fully immerse customers into the Atelier Rebul world creating meaningful encounters”.