Boots has announced plans to launch its first fragrance-only store in Broadgate Central, London, in the autumn.
The new Boots Fragrance outlet follows the opening of its beauty-only store at Battersea Power Station in 2023 and is part of the group’s drive to reinforce its position as the “UK’s favourite beauty retailer”.
The new 2,150 sq. ft. boutique will showcase a curated collection of over 400 scents, including UK exclusives and over 20 brands new to Boots. A well as leading brands, new emerging British founder-led brands and niche international labels will also feature in the store.
The group stated that Boots Fragrance has been designed to offer customers a “reimagined, sensory-led retail experience, featuring trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a completely new way”.
Trained fragrance specialists will also be on hand to provide personalised consultations and tailored advice, supported by a premium concierge service and luxury gift-wrapping.
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.”
The announcement comes against the backdrop of a robust UK fragrance market, which is on track to surpass £2bn by 2029. Boots noted that its fragrance sales have seen solid growth as it continues to expand its brand portfolio alongside an ongoing programme of store upgrades of fragrance aisles.
Earlier this month, shareholders in Walgreens Boots Alliance (WBA) voted in favour of being acquired by private equity firm Sycamore Partners, creating uncertainty over the future of Boots in the UK, with a sale of the business expected.
NAM Implications:
- Despite future ownership uncertainties…
- …Boots is patently firing on all cylinders in terms of increasing its appeal to consumers (and also potential buyers).
- Lesser companies might simply ‘sit & wait’.
- Suppliers have a two-way potential gain from supporting these Boots’ initiatives…
- i.e. Consumer and buyer appeal.
