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Liberty opens first-ever LBTY fragrance pop-up

Sophie Smith
07 October 2024

British department store Liberty has opened its first-ever pop-up for its LBTY fragrance collection, located in Turbine Hall A at London's Battersea Power Station.

Open until 6 January 2025, the pop-up marks a "significant step" in LBTY's distribution strategy, one year after its debut.

The activation celebrates its fragrance line, which draws inspiration from the department store's iconic textile prints.

All eight fragrances from the collection, including bestsellers Tudor and Zephirine alongside new releases Ianthe Oud, Hera Reigns and Vine Thief, are available to explore and purchase.

Guests can also attend a series of exclusive events throughout the pop-up's duration, focusing on craftsmanship, personalisation, and interactive experiences designed to "engage customers and celebrate the artistry behind each scent".

Laura Simpson, Managing Director of LBTY, said: "We are thrilled to bring the LBTY fragrance collection to Battersea Power Station in our first-ever pop-up.

"This represents a bold step for the brand as we expand our presence outside of our flagship store, and we couldn’t think of a more fitting location than this iconic landmark.

"The pop-up allows us to introduce a new audience to LBTY’s approach to fragrance, blending tradition with innovation, and we’re excited to share this immersive experience with our customers."

The launch of the pop-up at Battersea Power Station is part of Liberty’s larger retail strategy to explore new channels and reach a broader audience.

Sam Cotton, Head of Asset Management at Battersea Power Station, said: "Our aim at Battersea Power Station has always been to create a shopping and leisure destination which encourages brands to be creative, innovative and inspired to try something new.

"We are thrilled Liberty has chosen Battersea Power Station for its first ever pop-up outside of its flagship Soho store, demonstrating the impact we have made on London’s retail landscape since opening two years ago, and the exciting Christmas we have planned ahead."

Read TheIndustry.beauty's interview with LBTY MD Laura Simpson on expansion one year on from launch.


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