Floral Street drives retail growth with new Marks & Spencer deal
The department store now offers a selection of the brand's vegan and cruelty-free fragrances, alongside an edit of its home scents.
Available at 19 M&S stores across the UK, the line-up is led by Floral Street's bestselling Wonderland Peony and Sweet Almond Blossom fragrances.
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Founded in 2017, Floral Street set out to make ethical fine fragrances accessible to all. The sustainable brand is powered by flowers and inspired by diverse and vibrant culture in London.
The new partnership champions Floral Street's "shared ethos and principles" with M&S.
According to the brand, both businesses appeal to a "new inclusive shopping audience, one that is less driven by traditional division, offering a multi-generational approach that allows consumers to shop without boundaries".
Floral Street said it embodies this philosophy, with its "innovative approach to fragrance that celebrates the diversity and vibrancy of British culture, adding an extra dimension to the M&S shopping experience".
Michelle Feeney, Founder of Floral Street, told TheIndustry.beauty: "I’ve seen the transition in product and communication with the consumer that M&S has developed with its bigger out of town stores and the power of its Sparks card that crosses generations.
"When the M&S launch opportunity came to us, I asked the opinions of my multigenerational team, and it was the younger members that really pushed me to do it.
"M&S really do understand their customer and know how to engage with them through a true 360 omni channel approach."