Creed brings its world-renowned fragrances to the cobbled streets of Covent Garden

Creed, renowned for its olfactory expertise and instantly recognisable Aventus scent, has opened a permanent boutique in the heart of London’s Covent Garden among an extensive roster of acclaimed fragrance and beauty houses.

Creed was founded in 1760 when a pair of scented leather gloves was delivered to King George III by a new London tailoring company. Founded by James Henry Creed in the same year as the young king’s accession, the House of Creed has led the way in creativity for clients for more than 260 years.

Dedicated to the creation of highly original artisan fragrances, the brand has since garnered a reputation as a world-renowned perfume house.

The new Covent Garden store, which can be found at 14 King Street, continues the brand’s commitment to ultra-luxury. The 365 sq ft flagship boasts a new, unique store design concept, marking a first of its kind and third standalone boutique in the UK. Not only is the full product range available, but the experiential store is complete with a service area that offers bottle engraving, gift-wrap ribbon personalisation and leather monogramming.

Sarah Lynn, Managing Director at Creed UK, commented: “Like Creed, Covent Garden has a rich heritage and legacy, so it has always been a destination of choice for us. We are so thrilled to have established our flagship boutique amongst the very best names in retail and look forward to introducing a truly luxurious shopping experience with our largest array of hand-crafted fragrances yet, to a brand-new audience.”

Michelle McGrath, Executive Director at Shaftesbury Capital, added: “Creed’s innovative and timeless approach to perfumery is a leading example of the calibre of brands we always seek to attract to the destination. Covent Garden’s carefully curated blend of internationally renowned and independent concepts continues to make the destination stand out across the market, and we look forward to seeing the bespoke King Street flagship boutique flourish amongst our strong tenant line-up.”

Creed’s arrival adds to Covent Garden’s already distinct line-up of global and British fragrance brands including Aēsop, Chanel, Diptyque, Guerlain, Jo Malone London, Le Labo, Miller Harris, Parfums de Marly and Penhaligon’s.