Boots unveils its first-ever fragrance-only concept store

Boots has announced the launch of its first-ever fragrance-only boutique – Boots Fragrance, opening in Broadgate Central, London, in autumn 2025.

The launch of Boots Fragrance follows the opening of its beauty-only store at Battersea Power Station in 2023, as Boots continues to develop and launch innovative new store concepts.

The new 2,150 sq. ft. boutique will showcase a curated collection of over 400 luxury and niche scents, including UK exclusives and over 20 brands new to Boots. Customers will be invited to explore fine and prestige fragrances, including recent additions to Boots such as Hermès and Guerlain.

It said new emerging British founder-led brands and niche international labels will also be brought together under one roof to “celebrate the artistry and innovation of modern perfumery”.

Boots Fragrance has been designed to offer customers a “reimagined, sensory-led retail experience”, featuring trend-led discovery zones and immersive experiences that invite customers to engage with fragrance.

It added that a team of expert Fragrance Specialists, with advanced training on scent profiling and fragrance matching, will be on hand to provide personalised consultations and tailored advice, supported by a premium concierge service and luxury gift-wrapping.

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.”

Boots Fragrance is the latest development in its beauty transformation. It is continuing to expand its portfolio, featuring over 500 brands in-store and online, with more than 30 new names added since the start of the year.