The Perfume Shop to open Valentine’s Day pop-up in London

British fragrance retailer The Perfume Shop is celebrating Valentine’s Day with an immersive pop-up in London next month.

Located at 59 Greek Street, the pop-up will allow visitors to discover a range of different scents ahead of Valentine's Day on 8-9 February.

The space will showcase interactive scented hearts, claw machines with fragrance prizes and perfume areas curated on feelings, such as playful, romantic, nostalgic and vibing.

It will also spotlight The Perfume Shop’s fragrance predictions for Valentine’s Day, including Chanel Coco Mademoiselle, Rabanne Lady Million and Dior Sauvage, amongst others.

Not only that, but the retailer will encourage guests to discover the relationship between romance and fragrance to convey how strong pheromones and scents are interlinked.

It will host special guests, including dating expert and broadcaster Anna Williamson from Channel 4's Celebs Go Dating.

Williamson will guide guests through relationship advice, from explaining how to be more intimate with your partner to how fragrance can often make you more attracted to a person.

The first 50 VIP customers who sign up to the event on 8 February will receive an official Eventbrite ticket, giving exclusive access to the pop-up ahead of the general public.

Those already signed up to The Perfume Shop’s free Rewards Club Membership can also access the pop-up on 9 February, with the first 100 customers to receive a goody bag worth over £50.

Gill Smith, Managing Director at The Perfume Shop, said: "We can’t wait to showcase our Valentine's Day pop-up event/

"From relationships to friendships, scent has the power to influence attraction and trigger our emotions and we want to showcase the role that perfume plays within it.

"It’s an exciting time for the business and what better way to kick off 2024 than with an immersive experience for everyone, especially in the lead up to Valentine’s Day."

Following a record year of sales, The Perfume Shop recently highlighted the key drivers behind its success in 2023.

It also invested £2.5 million into a new "industry-leading" automation system at its Dunstable warehouse, allowing the business to future proof its distribution capabilities.

The new system will lead to improved efficiencies with quicker processing of customer orders and a 40% reduction in packaging.