Pure Beauty

Floral Street drives UK retail presence with Selfridges deal

By Becky Bargh | Published: 12-May-2020

As part of the online deal, Selfridges will offer the brand’s fragrance, bath and body collections

British fragrance brand Floral Street has expanded its retail presence with a new online deal with luxury department store chain Selfridges.

The brand is the brainchild of beauty veteran Michelle Feeney, who wanted to bring fragrance to the modern woman and was inspired by “strong, confident and inquisitive” British urban women.

With Britain as her muse, Feeney took the name for her brand from a street in London’s Covent Garden, UK.

Meanwhile, all of Floral Street’s fragrances are housed in a pulp carton with an embossed lid, made from recycled paper packaging and held together with a reusable coloured band.

The boxes are also recyclable and biodegradable, and can be reused to keep jewellery or plant seeds.

“As a sustainable British brand, we are very aligned with Selfridges’ ethical approach to beauty and business,” said Feeney.

“As a young company we have learnt a lot in the last two years, and we are now extremely excited to launch with one of the premiere retailers in the world.”

Floral Street’s roster of scents include London Poppy, Electric Rhubarb, Neon Rose and Iris Goddess.

Adella Family, Selfridges’ Beauty Buying Manager, added: “We have seen a growing interest from our Selfridges customer in sustainability, so we are thrilled to embrace Floral Street who bring responsible products to our portfolio of new modern brands.”

Customers can shop the line via selfridges.com.

Floral Street’s collection of edps, home fragrances, bath, and body products are also available via Feelunique, John Lewis, QVC UK and The Perfume Society.

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