In Pictures: Boots launches first luxury fragrance concept store in London

Boots is placing its bets on the luxury fragrance space with a new concept store, Boots Fragrance. Located at Broadgate Central in London, the space houses over 400 luxury and niche scents, signalling a serious push beyond its traditional beauty halls.

At the boutique, expert Fragrance Specialists will be on hand for personalised consultations, helping visitors find scents that reflect their individual style, while bespoke experiences such as the Signature Scent Experience and a Wedding Fragrance Experience offer tailored experiences.

Over 20 brands new to Boots, from established luxury houses to independent perfumers, will make their debut. Plus, customers can expect immersive, trend-led zones designed to help them explore fragrance in a way that feels playful and very Instagrammable.

For opening day, customers spending £75 or more can have their bottles hand-painted by a live artist, turning a fragrance purchase into a one-of-a-kind keepsake.

Chelsey Saunders, Boots’ Director of Fragrance, said: "Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers… creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting and inspiring for all."

That accessibility is key. Alongside the London boutique, luxury and niche fragrances will be available nationwide via the new Fragrance hub on boots.com and the Boots App, complete with exclusive content and Click & Collect from over 1,600 stores.

For Boots, the launch is a natural evolution. Following the 2023 debut of its beauty-only store at Battersea Power Station, the company continues to test the boundaries of what beauty retail can be.