The Fragrance Shop to open experiential flagship on London’s Oxford Street

The Fragrance Shop today confirmed it would open a brand new flagship experiential store on Oxford Street later this summer.

The flagship location – a 2,300 sq ft with an eight-metre double height frontage - will be the retailer’s first experiential shop, giving customers the opportunity to "immerse themselves in the widest and most luxurious brands" on offer at The Fragrance Shop.

Located directly opposite the Tottenham Court Road Elizabeth Line exit on Dean Street, the new store will be immediately visible from the station exit.

According to the New West End Company, year-to-date sales on Oxford Street are up 56% compared to 2021, helped by the Elizabeth line, which is bringing in even more domestic visitors and the return of international shoppers.

The Fragrance Shop will join jewellery brand Pandora and well-known fashion retailer Reserved in the new development - all set to open later this year. Boom: Battle Bar, the competitive socialising escape room concept, is also part of the development and opened at the end of 2022.

The Fragrance Shop company opened 12 new stores in 2022 and now trades from 216 locations nationwide.

The Fragrance Shop’s Chief Executive Officer, Sanjay Vadera MBE, said: "The launch of a flagship store in one of the world’s most iconic retail locations is a symbol of how far we’ve come. We’ll be working hard to make sure it embodies everything that The Fragrance Shop is famous for and show the world what the future of fragrance retail looks like.

“Our flagship on Oxford Street – undoubtedly still the UK’s place to be - will be a defining moment for our business as we deliver a destination store that will give the customer an immersive retail experience. I want it to show the world that The Fragrance Shop is truly first for fragrance.”

The Fragrance Shop's upcoming Oxford Street flagship

Sarah Goldman, Senior Portfolio Manager at GPE, added: “We’re delighted to announce that The Fragrance Shop has chosen 70/88 Oxford Street to launch its first luxury concept store in London.

“This is a pivotal moment for the brand, and we’re excited that their signing not only adds to our standout retail and social offering but also completes the leasing for the entire development, following the offices above fully-let status. Combined with the increased footfall we are already seeing at Tottenham Court Road, our development provides a best-in-class destination in a prime location.”

Read TheIndustry.fashion's interview with Sarah Goldman, Senior Portfolio Manager at GPE.