The Fragrance Shop is opening its first-ever “experiential” flagship store in London this summer.
The 2,300sqft shop on Oxford Street will enable consumers to "immerse themselves in the widest and most luxurious brands" on offer.
It will feature an eight-metre double height frontage and deliver experiences which help customers find their new favourite scents.
This is the independent fragrance retailer’s first store on London’s famous shopping strip.
“Our flagship on Oxford Street – undoubtedly still the UK’s place to be – will be a defining moment for our business as we deliver a destination store that will give the customer an immersive retail experience,” said CEO Sanjay Vadera.
“I want it to show the world that The Fragrance Shop is truly first for fragrance.”
The Fragrance Shop is expanding its shop estate as it looks to offer customers the convenience of mixing shopping online with in-store.
"The launch of a flagship store in one of the world’s most iconic retail locations is a symbol of how far we have come,” added Vadera.
The Fragrance Shop CEO Sanjay Vadera wants to "show the world what the future of fragrance retail looks like"
“We will be working hard to make sure it embodies everything that The Fragrance Shop is famous for and show the world what the future of fragrance retail looks like.”
Sarah Goldman, Senior Portfolio Manager at British property development and investment company GPE, said the business is “delighted” to have The Fragrance Shop open its store on Oxford Street.
“This is a pivotal moment for the brand, and we are excited that its signing adds to our standout retail and social offering,” she said.
The Fragrance Shop has ambitious growth plans.
The retailer is planning to open 100 new bricks-and-mortar stores across the UK and Ireland over the next three years.
The company has also hired former JD Sports boss Peter Cowgill as Non-Executive Chair to drive forward its digital business and expand its international footprint.
The company opened 12 new stores in 2022 and now has 216 locations across the UK.