Pure Beauty

Experimental Perfume Club bets on bricks-and-mortar with Seven Dials ‘lab-boutique’ opening

By Becky Bargh | Published: 28-Apr-2021

Having established itself in Selfridges, London, the brainchild of Emmanuelle Moeglin is welcoming customers in-store to its first-ever flagship

British fragrance brand Experimental Perfume Club (EPC) has branched out of retail concessions to open its first stand-alone boutique in the UK capital.

Having established itself in Selfridges and landed partnership deals with Harvey Nichols, the brainchild of Emmanuelle Moeglin is now welcoming customers to its 500sqft lab-boutique space in London’s Seven Dials district.

Inside, the interior is an extension of EPC’s aesthetic, as seen at its Selfridges concession, offering the brand’s eponymous scent line, and will act as a space for customers to discover new fragrance.

A proud selling point for the brand at its in-store stations has been its refillable service, which has been recreated at the new space.

As part of EPC’s Academy, shoppers will be able to take part in in-store or virtual perfumery workshops and courses aimed at perfume enthusiasts.

Experimental Perfume Club bets on bricks-and-mortar with Seven Dials ‘lab-boutique’ opening

For the ultimate personalised experience, customers can also book in for a one-to-one consultation with perfumers at the store’s Perfumer’s Alcove.

“Our ethos at EPC is to bring the art of perfumery to the general public, so having an inviting physical environment in a central part of London is crucial,” said Moeglin.

“Our new home and flagship in Seven Dials will allow us to grow and expand our educational and experience-led operations, amongst a like-minded and tight-knit brand community.

“We are thrilled to have the exposure to new audiences from the Monmouth Street location and very excited to connect with more perfume lovers in this space.”

EPC joins a plethora of beauty brands on offer at the central London shopping hub.

Prior to the pandemic, a flurry of new brands were opening up shopping destinations at the coveted 18th Century district.

Among them was skin care brand Aesop and Parisian holistic brand Aime, which opened their doors to customers in October 2019.

Affordable skin care favourite Deciem has also set up shop at the London location, as well as British fragrance house Miller Harris.

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