Boots has opened its first fragrance-only store today, featuring over 400 new lines.
The Boots Fragrance concept on the lower ground floor of Broadgate Central in London offers a curated selection of fragrances from major labels and niche scents from independent perfume houses, including 20 brands that are joining the retailer’s line-up for the first time.
The outlet features trend-led discovery zones and experiences that Boots says invite customers to engage with fragrance in an entirely new way. A team of ‘Fragrance Specialists’, with training on scent profiling and matching, will offer personalised consultations and advice in the store.
A range of complimentary fragrance experiences will also be available, including a ‘Signature Scent Experience’, a bespoke consultation designed to help visitors find a scent that reflects their style, and a ‘Wedding Fragrance Experience’ for couples preparing for their big day.
“Fragrance is deeply personal, and with our new boutique we’re creating an experience that goes far beyond the traditional beauty counter,” said Chelsey Saunders, Director of Fragrance at Boots.
“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.”
In addition to the new Fragrance store, Boots is also launching a Fragrance Hub on its website. As well as making the new range widely accessible to customers, it will also host exclusive content and brand stories.
The retailer noted that the launch comes amid a robust UK fragrance market, which is on track to surpass £2bn by 2029. Fragrance sales at Boots have seen solid growth driven by an expanded brand portfolio and improved shopping experience for its customers. So far this year, the retailer has introduced 11 new fragrance brands and upgraded fragrance walls in nine stores, with plans to enhance a further 25 locations before Christmas.
“The launch of Boots Fragrance boutique represents the next step in this journey, marking a significant milestone in Boots’ ongoing beauty transformation and reinforcing its position as the UK’s favourite beauty retailer,” the company concluded.
In August, Boots announced that it was now operating as a private, standalone business after Sycamore Partners completed its $10bn acquisition of the UK retailer’s parent firm, Walgreens Boots Alliance (WBA). Now called The Boots Group, the company said the move would allow it to “invest and grow more aggressively into the future”.
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