Boots opens first standalone fragrance boutique

Boots has opened its first fragrance-only concept store in London and introduced more than 400 new perfume lines, including 20 brands new to its range.

The Boots Fragrance boutique, located at Broadgate Central, features a curated selection of luxury and niche scents from international and independent perfume houses. 

The launch forms part of the retailer’s wider strategy to expand its beauty and fragrance offer across the UK.

New additions include collections from Tom Ford Private Blend, Prada Les Infusions, Balmain, Guerlain, Maison Margiela Replica and Hermès, alongside independent brands such as Gallivant, BeauFort London, Tobba, Orebella and Lumira. Boots will also carry exclusives from Maison Louis Marie and Eris Parfums.

The boutique introduces a sensory-led retail format with dedicated discovery areas and personalised consultations from trained fragrance specialists. The site will host complimentary experiences, including a “Signature Scent” consultation and a “Wedding Fragrance Experience” for couples.

Additionally, a new online Fragrance Hub has also launched on boots.com, offering access to the extended range and editorial content. Customers can order online and collect from more than 1,600 Boots stores through the retailer’s Click and Collect service.

The opening follows the success of the first Boots Beauty store at Battersea Power Station in 2023 and continues the company’s investment in specialist retail formats.

Chelsey Saunders, director of fragrance at Boots, said: “Fragrance is deeply personal, and with our new boutique we’re creating an experience that goes beyond the traditional beauty counter. By combining our first fragrance-only store with nationwide access through boots.com, we’re giving customers greater choice and expertise both in-store and online.”