The Perfume Shop boutique concept drives strong sales growth in niche brands
The Perfume Shop has revealed that its boutique concept stores at Brent Cross and Lakeside have exceeded expectations, with both delivering a standout performance since they opened in July,
Over 25 new brands have joined the boutique offering with niche scents now representing up to 16% of total store sales.
Gill Smith, managing director at The Perfume Shop, said: “Our boutique stores were created to redefine the perfume shopping experience, and the response since late July has been phenomenal”.
“Our boutique stores have unlocked a new level of engagement with our customers. We’re seeing exceptional demand for niche and exclusive fragrances, brands like MCM are performing particularly well and our store teams are instrumental in sharing the craft and inspiration behind each scent.
“This unique experience is helping us reach new audiences and grow our market share across emerging and established brands alike.”
The Perfume Shop is currently exploring new niche lines and collaborations and is planning to launch exclusive new ranges at Brent Cross before Christmas 2025.
This week, the retailer is opening new experiential stores in Bexleyheath and Gillingham’s Hempstead Valley Shopping Centre.
