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Crabtree & Evelyn opens new concept pop-up on London's Kings Road

Crabtree & Evelyn, the fragrance, body care and fine foods brand, has launched a new concept in its King’s Road pop-up store as it uses the space to develop new ideas ahead of future store openings.

GENERAL MERCHANDISE

Crabtree & Evelyn opens new concept pop-up on London's Kings Road

Inspired by the brand's English heritage with a contemporary twist, the new concept focuses on product storytelling and exploration.

In a statement, Crabtree & Evelyn said: “The new store design will represent the ‘Botanist’s Home’, with a welcoming and residential feeling. The goal is to provide a retail experience that appeals to and engages with the contemporary lifestyle of the new target consumer.

“The new store concept represents a modern disposition that will attract both female and male consumers alike and encourage gifting as well as personal indulgence.”

Key features of the pop-up include a dedicated “fragrance garden”, curated product stories, product testing counters where customers can sample products, and ‘Nature Sounds’ music to create a sensorial experience inspired by nature.

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