Diptyque continues retail expansion with new location in Covent Garden

Diptyque is continuing with its retail expansion with the opening of a new boutique on King's Street in London's Covent Garden this month.

The new store follows on the heels of openings in London's Marylebone and Bond Street – where it unveiled its new Maison concept – earlier this year. Designed to resemble a Parisian apartment, the new store echoes the spirit of the French luxury brand's first ever store on Paris's Boulevard Saint Germain.

Covering 37sqm the retail space is housed in one room featuring a stunning ceiling mural, conceived by Diptyqye and painted by French artist Charlotte Bohn, which has been created to look as though it was always been in place. Bohn also produced an artwork on the large fragrance wall at the front of the store; a landscape from the Diptyque archives to honour the brand’s rich history

The key colour of sea green runs from the front to the rear of the store, while locally sourced vintage lighting illuminates the windows, and vintage objects adorn the walls inside. Diptyque’s commitment to supporting local artisans continues through the large floor tiles cut from local stone, and flooring which plays homage to the cobbled stone streets of Covent Garden.

The interior view featuring the ceiling and wall murals

Replacing an older store on nearby Floral Street, the new boutique will offer Diptyque’s full suite of services, including personalisation, engraving and fragrance refill service.

“To continue our retail expansion within the luxury space, we are delighted to announce our new King Street location, allowing us to remain in the retail hub of Covent Garden. This buzzing, creative and vibrant neighbourhood aligns with Diptyque’s rich heritage and commitment to honouring artisanal talent. We are excited to welcome existing customers and new visitors in the area, where the new larger space will allow us to continue to offer our beautifully scented collections and provide the full suite of Diptyque services including personalisation, engraving and fragrance refill,” said Amanda Morgan, Managing Director UK for Diptyque.

Diptyque opened an apartment-style store in London's Marylebone in March of this year. This was swiftly followed, in May, by the opening of a stunning three-storey 'Maison' on London's Bond Street which is the largest ever opened by the brand. The space incorporates areas for events, workshops, experiences, art installations, pop-up experiences and more, as well as showcasing the brand's full range from candles, to bath & body care, fragrance, home fragrance, household products and accessories.

As well as Bond Street and Marylebone, Diptyque also has standalone boutiques on Westbourne Grove, Sloane Street and in Spitalfields.