Key takeaways
- Niche brands now account for 16% of store sales, reflecting wider market trends.
- Boots and other retailers are also investing in niche fragrance concepts.
- Future plans for The Perfume Shop include luxury training and exclusive brand collaborations.
In July this year, UK fragrance retailer The Perfume Shop opened two boutique concept stores to diversify its offering and adapt to changing trends in the fragrance category.
The boutiques – one at Brent Cross in North London and another at Lakeside in Essex – were designed to offer a more premium and immersive retail experience, led by expert staff who help shoppers discover the artistry and composition behind each scent.
The Perfume Shop’s boutique concept: a premium experience
According to the retailer, sales trends so far show that the boutiques are attracting a distinct customer base compared with traditional stores. It noted that niche brands are seeing particularly strong results in these locations.
“Our boutique stores have unlocked a new level of engagement with our customers,” said Gill Smith, Managing Director at The Perfume Shop.
“We’re seeing exceptional demand for niche and exclusive fragrances. Brands like MCM are performing particularly well, and our store teams are instrumental in sharing the craft and inspiration behind each scent.”
Smith said the move has helped the business reach new audiences and grow its market share across emerging and established brands alike.
What’s next for niche perfume in UK retail?
Over 25 new brands have joined the boutiques, and niche scents now represent up to 16% of total store sales – a figure that mirrors the UK’s overall niche market mix.
The change reflects current trends in the beauty retail landscape, where many shoppers are seeking immersive, in-real-life experiences that allow them to gain new knowledge.
British health and beauty retailer Boots has recently opened its first fragrance-only store in London, also introducing niche scent brands to shoppers.
Looking ahead, The Perfume Shop is investing in a bespoke luxury training programme designed to deepen perfume expertise and deliver exceptional customer experiences across all boutique locations. The company is already exploring new niche lines and collaborations, with plans to launch exclusive ranges at Brent Cross before Christmas 2025.
