Boots to open fragrance-only concept store
Boots is to launch its first-ever fragrance-only boutique in London’s Broadgate Central.
Due to open in the autumn, the new Boots Fragrance concept follows the launch of the retailer’s beauty-only store at Battersea Power Station in 2023.
Spanning 2,150 square feet, the boutique will showcase a collection of over 400 luxury and niche scents, including UK exclusives and over 20 brands new to Boots, as well as recent additions such as Hermès and Guerlain.
Boots said the new store will aim to offer customers a sensory-led retail experience with trend-led discovery zones.
Subscribe to TRBCustomers will also be able to access tailored consultations from expert fragrance specialists, who have all been trained in scent profiling and personalised fragrance matching.
The experience will be further elevated by premium concierge and luxury gift-wrapping services.
Chelsey Saunders, director of fragrance at Boots, said: “Boots Fragrance boutique represents 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.”
