Key takeaways
- The boutique features over 400 fragrance lines, including 20 new brands.
- Luxury and niche labels such as Tom Ford, Maison Margiela, and Gallivant are included.
- Expert-led scent experiences and consultations are central to the store’s offering.
- The UK fragrance market is projected to exceed £2 billion by 2029, with Boots expanding its footprint both in-store and online.
The UK health and beauty retailer Boots has just opened the doors to its first-ever fragrance-only concept store in Broadgate Central, London.
In 2023, Boots launched its first beauty-only store, Boots Beauty, at Battersea Power Station. Now, it has unveiled its first fragrance-only store.
A new chapter in Boots’ beauty retail strategy
The new boutique is described as “a sensory-led retail space with a curated fragrance selection.” The retailer has introduced over 400 new fragrance lines, including 20 new brands joining Boots for the first time.
The range features scents from luxury brands such as Tom Ford Private Blend, Prada Les Infusions, Balmain, Guerlain, Maison Margiela Replica and Hermès. It also includes niche fragrance houses such as London-based Gallivant and BeauFort London, international labels TOBBA, Orebella and Lumira, and high street-exclusive brands Maison Louis Marie and Eris Parfums.
Immersive experiences and market growth insights
Boots has stated that its focus is on creating immersive spaces that encourage discovery. The store will feature expert Fragrance Specialists trained in scent profiling, offering personalised consultations. A range of complimentary, expert-led fragrance experiences will also be available, including a bespoke Signature Scent Experience and a Wedding Fragrance Experience.
Fragrance is currently one of the beauty industry’s most buoyant categories, which is why Boots has chosen to spotlight it. According to Mintel data, the UK fragrance market is on track to surpass £2 billion by 2029. Boots has also reported solid growth in fragrance sales, driven by an expanded brand portfolio and an elevated customer shopping experience. So far in 2025, the retailer has introduced 11 new fragrance brands and upgraded fragrance walls in nine stores, with plans to enhance a further 25 locations before Christmas.
Commenting on the new opening, Chelsey Saunders, Director of Fragrance at Boots, said: “Fragrance is deeply personal, and with our new boutique we’re creating an experience that goes far beyond the traditional beauty counter.”
Saunders added that the new store brings together some of the world’s leading luxury fragrance houses alongside visionary niche and independent brands.
“By combining our first-ever boutique with nationwide access through boots.com, we’re making the world of fine fragrance more inclusive and accessible than ever before, offering choice, expertise and inspiration both in-store and online,” she said.
The retailer is also launching an online Fragrance Hub on boots.com.
