Fragrance brand Grove England opens Cotswolds flagship

British fragrance brand Grove England has opened a flagship store in Stow-on-the-Wold, marking a major milestone in its expansion. 

Located in the heart of the Cotswolds, where the brand was both inspired and created, the store is designed to offer visitors an immersive experience focused on calm, considered living, bringing together fragrance, design and a luxury retail environment.

Founded by designer Laura Butler-Madden, Grove England draws inspiration from the changing seasons at her Cotswold home, Grove Farm.

In collaboration with a British master perfumer, the brand creates fragrances intended to capture seasonal moments, preserving them in scent form for year-round use.

Each collection is built around a seasonal floral theme, highlighting botanicals that are often overlooked in perfumery and interpreting them through scent.

The debut collection, Anemone, launched in autumn 2024, followed by Snowdrop in early 2026.

All products are produced in small batches in England, using natural ingredients, with an emphasis on craftsmanship, quality and consistency across the range.

"Opening our flagship store in Stow-on-the-Wold marks a significant moment for Grove England, particularly as the Cotswolds has always been at the heart of the brand’s inspiration and identity," Butler-Madden told TheIndustry.beauty.

"We wanted to create a space that feels immersive, calm and deeply connected to the values of the brand; bringing together fragrance, craftsmanship and considered design in a way that allows customers to truly step into the world of Grove England.

"Stow is the perfect home for us - it’s becoming such a creative hub in the Cotswolds and we are joining some other wonderful British brands, including Penelope Chilvers, Fairfax & Favour and Herd, who have all recently opened stores in the the town."