French fragrance giant Matiere Premiere opens debut UK store

French luxury fragrance house Matiere Premiere has opened its first UK store at 31 King Street in Covent Garden, marking a "significant milestone" in its international retail expansion.

The 708 sq ft space is the company’s first dedicated store in the UK and presents its complete fragrance collection.

The French luxury fragrance house is recognised for structuring each scent around a single natural raw material used in high concentration and sourced according to its stated quality standards.

The new location allows customers to explore the range and brand concept in a standalone retail setting for the first time in the market.

Cédric Meiffret, founder and General Manager at Matiere Premiere, said: "The UK is where it all began for Matiere Premiere. We made our worldwide debut at Harrods in October 2019. From the outset, the collection received an exceptional response from an international clientele in London.

"Building on this success, we naturally expanded our presence to Selfridges, Liberty, Harvey Nichols, Brown Thomas, and other prestigious partners. London is a retail capital that sets the bar - vibrant and demanding - an obvious choice after Paris.

"We explored several opportunities before finding the ideal location. Covent Garden is an iconic, lively, and chic district, where we are excited to write the next chapter of the House."

The opening positions the brand within London’s West End beauty market, where neighbouring fragrance and beauty retailers include Byredo, Creed, Chanel, Diptyque, Dolce & Gabbana, Le Labo, Penhaligon’s and Tom Ford.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: "Beauty is an important category for Covent Garden which continues to grow year on year, and Matiere Premiere is an excellent example of the quality of brand we are actively seeking to attract.

"Our leasing approach focuses on curating a best-in-class mix that enhances the district’s global appeal and supports long-term brand growth.

"The arrival of Matiere Premiere at King Street reflects both the strength of the location and Covent Garden’s continued evolution as a leading destination for luxury beauty."

The store launch also follows additional retail signings across Covent Garden’s Seven Dials neighbourhood, including planned openings from Code8, MONC, Islander and Percival.