Creed, the luxury Anglo-French perfume house, has opened a new shop in London's tourist destination Covent Garden.
The store opening marks the third UK outlet for the Kering-owned fragrance brand, following the Mayfair and Regent Street locations.
Covent Garden has become a hotspot destination for cosmetic brands to open boutiques.
Deciem, Glossier and Chanel are among the growing number of companies setting up shop in London's 'beauty quarter'.
“Like Creed, Covent Garden has a rich heritage and legacy, so it has always been a destination of choice for us," said Sarah Lynn, Managing Director at Creed UK.
Creed will offer shoppers gifting services such as personalised ribbons, bottle and leather engraving in the 365 sq ft space.
"Creed’s innovative and timeless approach to perfumery is a leading example of the calibre of brands we always seek to attract to the destination," added Michelle McGrath, Executive Director of Shaftesbury Capital, the retail investor that owns Covent Garden.
"Covent Garden’s carefully curated blend of internationally renowned and independent concepts continues to make the destination stand out across the market, and we look forward to seeing the bespoke King Street flagship boutique flourish amongst our strong tenant line-up.”