Boots has announced its first-ever fragrance-only boutique, Boots Fragrance, will open on 23 October in London’s Broadgate Central.
Opening in time to capitalise on the Christmas shopping season, the 2,150 sq. ft. boutique will showcase a collection of over 400 luxury and niche scents, including UK exclusives and over 20 brands new to Boots.
“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.”
Chelsey Saunders, Director of Fragrance, Boots.
Boots says the store will feature trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a new way. A team of expert Fragrance Specialists, with advanced training on scent profiling and fragrance matching, will provide personalised consultations and tailored advice, supported by a premium concierge service and luxury gift-wrapping.
In addition to fine and prestige fragrances, such as Hermès and Guerlain, new emerging British founder-led brands and niche international labels will also be available.
In its UK Fragrances Market Report 2024, Mintel estimated the UK fragrance market is on track to surpass £2 billion by 2029 with The Perfume Shop reporting a 10% year-on-year uplift in sales for Father’s Day selling a record 248,142 bottles of fragrance in the two weeks to 15 June 2025.
Retail Rewired 
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