Boots unveils new fragrance-only concept store
Boots is opening a new fragrance-only concept store from where it will offer over 400 luxury and niche scents, with 20 new brands added to its range.
Opening on 23 October, the Boots Fragrance Boutique at London’s Broadgate Central will offer a handpicked range of luxury fragrances, featuring Tom Ford Private Blend, Prada Les Infusions, Balmain, Guerlain, Maison Margiela Replica, and Hermès.
The boutique will also stock niche fragrance labels such as Gallivant, BeauFort London, Tobba, Orebella, and Lumira, as well as high street exclusives Maison Louis Marie and Eris Parfums.
The store features trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a new way.
Subscribe to TRBA range of complimentary expert-led fragrance experiences will also be available, including a ‘Signature Scent Experience’ to help customers choose a scent that reflects their style, and a ‘Wedding Fragrance Experience’ for couples preparing for their big day.
In addition, a team of expert fragrance specialists trained in scent profiling and matching will offer personalised consultations and tailored advice.
Chelsey Saunders, director of fragrance at Boots said: “Fragrance is deeply personal, and with our new boutique we’re creating an experience that goes far beyond the traditional beauty counter.
“We’re proud to bring together some of the world’s leading luxury fragrance houses alongside visionary niche and independent brands, giving them a platform to share their creativity and craftsmanship.
“By combining our first-ever boutique with nationwide access through boots.com, we’re making the world of fine fragrance more inclusive and accessible than ever before, offering choice, expertise and inspiration both in-store and online.”
To make the new range accessible to customers across the UK, Boots is also launching a fragrance hub on its website that will also be home to exclusive content, inspiration and brand stories.
