Boots is opening its first ever perfume-only shop in London
But soon Boots will hone in on just one of its many offerings, opening the brand's first-ever fragrance-first store. Called Boot Fragrance, it'll open in the City of London this autumn.
Fussy about your perfume? This may be the shop for you. Boots Fragrance will apparently showcase more than 400 'luxury and niche' scents, promising UK exclusive perfumes and over 20 brands that are new to Boots – including 'new emerging British founder-led brands and niche international labels'.
The new 2,150 square-foot space will also feature a team of 'fragrance specialists' who'll help you find your new smell, and within the shop will be 'trend-led discovery zones and immersive experiences'.
Chelsey Saunders, Boots' director of fragrance, 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.'
This may be Boots' first ever perfume-first store, but it isn't the first time the company has experimented with new types of stores in London. Back in 2023 Boots opened a beauty-only store in Battersea Power Station, offering 11,200 square feet of beauty and skincare.
London's new Boots Fragrance doesn't yet have an official opening date, but we know it'll be at new shopping centre Broadgate Central. Watch this space for updates.
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