Flâner opens first international store in London

Australian fragrance brand Flâner has opened its first international store at 52 Redchurch Street in Shoreditch, marking its London debut with a focus on physical retail.

The opening follows almost a year of planning, relocation and site selection, with co-founders Mary Fox and Andrew Hardeman moving their family from Melbourne to London to establish the business locally.

The expansion comes as Flâner positions physical retail as central to discovery, emphasising that customers benefit from time and space to smell, learn and revisit. The Shoreditch store reflects this approach.

The space combines a perfumery with a working pouring studio, integrating the hand preparation of perfumes and candles into the shop floor so visitors can watch products being poured, labelled and packed in real time.

It also includes fragrance testing stations and raw material displays, with spaces designed to give customers more time with the story behind each scent.

The space was designed by architect Chris Thompson, who also designed Flâner’s Melbourne flagship, with reclaimed and restored materials used throughout.

Hardeman added that the team chose Redchurch Street for its mix of independent retail and creative businesses.

"We were drawn to Redchurch Street for its design culture, creativity, and neighbourhood character," he said.

Founded in late 2022, Flâner sits in the niche fragrance market with a nine-scent eau de parfum collection designed for everyday wear.

The brand frames each fragrance around an overlooked texture, atmosphere or observation of urban life, with references in its storytelling ranging from wet tram tracks and burnt timber to dimly lit bars.

The London shop carries its full perfume collection, priced at £140 for 50ml and £190 for 100ml, alongside select candles from £50 and a £40 discovery set.

The founders added that they are already developing a fragrance inspired by their observations of London.