The Fragrance Shop today [3 April] confirmed it would open a brand new flagship global experiential store on Oxford Street later this summer.
The move to occupy a unit at 70/88 Oxford Street W1, is a vote of confidence in Oxford Street’s future and will mark the first time the UK’s largest independent fragrance retailer will open a flagship shop at the UK’s leading shopping destination.
The flagship location – a 2,300sq ft with a prominent 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 The Fragrance Shop has to offer.
Adjacent to the new Dean Street exit of the Elizabeth line at Tottenham Court Road, the new shop will be easily accessible to customers taking advantage of the shopping opportunities on Oxford Street. It’s expected to open this summer.
The Fragrance Shop is expanding in its store estate offering customers the convenience of being able to mix and match between shopping in-store and online. The company opened 12 new stores in 2022 and now trades from 216 locations nationwide.
The Fragrance Shop is passionate about bringing the most desirable fragrance and beauty brands to customers and finding new ways for them to immerse themselves in the experience of finding their favourite scents.
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.”
According to the New West End Company[1], year-to-date sales on Oxford Street are up 56 per cent 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’s plans for an experiential store matches the ambition to broaden the offer on Oxford Street to a wider set of businesses bringing visitors more reasons to visit.
Sarah Goldman, senior portfolio mManager at GPE, commented “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.”
