Czech & Speake partners with Selfridges Birmingham to bring Ozzy Osbourne fragrance in-store

Czech & Speake is expanding the retail distribution of its No.88 Prince of Darkness Limited Edition fragrance through a new partnership with Selfridges Birmingham.

The move marks the first time the exclusive edition, which was created as a tribute to Ozzy Osbourne, has been made available in a bricks-and-mortar store.

Timed to coincide with the first anniversary of Ozzy Osbourne’s passing on 22 July 2025, the launch will also bring the fragrance to his hometown of Birmingham.

Previously available only through Czech & Speake’s website, the No.88 Prince of Darkness Limited Edition will be part of the fragrance line-up at Selfridges Birmingham from 21 July until the end of August.

Its fragrance podium will be positioned on Level 2 (menswear), alongside other official Ozzy Osbourne merchandise, as Selfridges looks to create a dedicated destination for fans and collectors. The fragrance will also be available on Level 3 (beauty), within Selfridges Birmingham’s newly expanded perfume hall.

No.88 became Ozzy Osbourne’s signature scent after being discovered by Sharon Osbourne, and remained his fragrance of choice for over 30 years. The No.88 Prince of Darkness Limited Edition was launched in partnership with Cure Parkinson’s, a charity close to the Osbourne family’s heart.

Each bottle is priced at £250, with £50 from every sale donated directly to Cure Parkinson’s.

Speaking of how she discovered No.88, Sharon Osbourne said: “I remember discovering it like it was yesterday. I went into the Czech & Speake shop on Jermyn Street because I was looking for bathroom accessories. I piled up some samples to take home to Ozzy, and I’ll never forget that as soon as he smelled it, he said to me, ‘I’d like to smell like this for the rest of my life!’ And he did!”

David Carter, managing director at Czech & Speake, said: “At Czech & Speake, we have always been thrilled to have Ozzy as such a loyal fan of our signature fragrance, No.88.

“The Osbourne’s support of our brand is very special to us and now, in turn, we are pleased to be able to pay tribute to Ozzy, and also support the wonderful work of Cure Parkinson’s, with this limited-edition bottle available on our website and now, at Selfridges in Ozzy’s hometown.”

The fragrance will also feature in Birmingham Museum & Art Gallery’s Ozzy Osbourne (1948–2025): Working Class Hero exhibition and will be displayed alongside awards and personal memorabilia.