by Boots has revealed plans to open a “first-of-its-kind” fragrance-only boutique in London this autumn, as it continues to develop and launch new store concepts amid growing competition in the UK beauty retail landscape.
Located at Broadgate Central, the 2,150 sq ft boutique will showcase a curated collection of more than 400 luxury and niche scents, including UK exclusives and over 20 brands new to Boots.
As part of this, the space will offer a reimagined, sensory-led retail experience, featuring trend-led discovery zones that invite customers to “engage with fragrance in a completely new way”.
A team of expert Fragrance Specialists, with advanced training on scent profiling and fragrance matching, will also provide personalised consultations and advice, supported by a premium concierge service and luxury gift-wrapping.
The launch follows the opening of the British retailer’s beauty-only store at Battersea Power Station in 2023 and represents the latest development in its ongoing beauty transformation as Boots continues to expand its portfolio of brands and enhance its store environment to “elevate the overall shopping experience for customers”.
It also comes amid intensifying competition in the beauty retail sector, with Sephora continuing its expansion across the UK and Space NK elevating and growing its store portfolio, including the opening of a new flagship location at Oxford Circus next month. Superdrug is also introducing a new ‘beauty playground’ concept to 30 stores across the UK.
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.”
All brands stocked in the boutique will also be available to purchase at boots.com this autumn. Additionally, a dedicated luxury and niche fragrance hub will launch online, offering exclusive content, inspiration, and brand stories.
The move signals the retailer’s intent to capitalise on the strength of the UK fragrance market, which is projected to exceed £2 billion by 2029.
Fragrance sales at Boots have shown solid growth, driven by the continued expansion of its brand portfolio and an ongoing programme of nationwide fragrance aisle upgrades. The launch of the Fragrance Boutique marks the next step in this strategic journey.
Elsewhere, fragrance also remains strong, with sales continuing to grow at major companies such as Puig. Meanwhile, Unilever is investing £80 million to expand its in-house fragrance capabilities in the UK , including the construction of a new “state-of-the-art” fragrance facility.
Selfridges also recently unveiled an AI-powered fragrance discovery tool that doesn’t just help you pick a perfume, but translates your emotions into scent.
Christopher Yu, Perfume Industry Expert and Trustee of The Fragrance Foundation UK, said: “The UK fragrance landscape is thriving – dynamic, diverse, and more creatively ambitious than ever.
“Boots has long been a trusted name in beauty, and the launch of the Boots Fragrance boutique is a powerful statement of its commitment to the UK fragrance industry. By championing both heritage and innovative new brands, Boots is now a key part of inspiring a new generation of perfume creators and perfume lovers.”
