House of Creed makes an elegant yet grand return to Regent Street

The House of Creed, renowned for its ultra-luxurious fragrances, has today announced the reopening of its flagship boutique on London’s Regent Street, located in the historic Grade II-listed 1920s Quadrant Arcade. 

This newly renovated, two-story space is the largest Creed boutique in the capital, offering an immersive experience that showcases the full collection of its luxurious perfumes, body care and lifestyle products. The boutique also features the latest addition to the fragrance lineup, Eladaria, a floral rose scent that embodies the brand’s legacy of excellence.

A key highlight of the redesigned space is the exclusive client lounge on the first floor, which features a marble-adorned bar where guests can enjoy champagne or coffee. The private suite invites customers to explore the exceptional raw materials that form the heart of Creed’s fragrances, allowing them to experience the meticulous artistry behind each scent. The upstairs area also serves as an intimate club space, hosting exclusive events for those after the finer things in life.

The boutique’s interior is a testament to Creed’s dedication to luxury, with refined materials such as Verde Luana marble and American walnut panelling. Personalised services such as perfume engraving, leather monogramming, and ribbon customization offer an added touch of exclusivity.

This comes after yesterday's announcement that Kering Beauté named Nathalie Berger-Duquene as the new CEO of Creed, succeeding Sarah Rotheram, who departed the brand at the end of October. She will join Kering Beauté in May from The Estée Lauder Companies, where she has served as Global General Manager of Balmain Beauty since July 2022. In her new role, she is tasked with further elevating Creed’s position in the world of haute parfumerie.

The House of Creed was established in 1760, when a pair of scented leather gloves were delivered to King George III by a new London tailoring company. Founded by James Henry Creed in the same year as the young king’s accession, the brand has since garnered a reputation as a world-renowned perfume house.

It was acquired by Kering Beauté in June 2023, strengthening the company's commitment to developing a "strong position" in the luxury beauty segment. The acquisition also promised to unlock Creed's potential across geographies and channels, as well as the expansion of its feminine fragrance portfolio, body care and home.

Creed’s flagship Regent Street boutique adds to its London store portfolio, which also includes Covent Garden and Mount Street.