- Boots to open a first of its kind fragrance boutique in London this autumn, showcasing over 400 luxury and niche scents including UK exclusives and new brands to Boots
- The boutique will offer a sensory-led retail space with expert consultations, premium concierge services, and luxury gift-wrapping
- Boots continues to invest significantly in its store portfolio to enhance customer experience
Boots has today announced the launch of its first-ever fragrance-only boutique – Boots Fragrance. Opening in Broadgate Central, London, in autumn 2025, the new store marks a significant milestone for the retailer, reinforcing its position as the UK’s favourite beauty retailer1. The launch of Boots Fragrance follows the opening of its beauty-only store at Battersea Power Station in 2023, as Boots continues to develop and launch innovative new store concepts.
The new 2,150 sq. ft. boutique will showcase a curated collection of over 400 luxury and niche scents, including UK exclusives and over 20 brands new to Boots. Customers will be invited to explore fine and prestige fragrances, including recent additions to Boots such as Hermès and Guerlain. New emerging British founder-led brands and niche international labels will also be brought together under one roof to celebrate the artistry and innovation of modern perfumery.
Boots Fragrance has been designed to offer customers a reimagined, sensory-led retail experience, featuring trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a completely new way. A team of expert Fragrance Specialists, with advanced training on scent profiling and fragrance matching, will be on hand to provide personalised consultations and tailored advice, supported by a premium concierge service and luxury gift-wrapping.
Chelsey Saunders, Director of Fragrance at Boots, said: “Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers. As the nation’s favourite beauty retailer, we’re proud to be 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.”
The announcement comes against the backdrop of a robust UK fragrance market, which is on track to surpass £2 billion by 20292. Fragrance sales at Boots have seen solid growth3 as the retailer continues to expand its brand portfolio alongside an on-going programme of nationwide store upgrades of fragrance aisles. The launch of Boots Fragrance boutique represents the next step in this journey.
Christopher Yu, Perfume Industry Expert and Trustee of The Fragrance Foundation UK, added: “The UK fragrance landscape is thriving – dynamic, diverse, and more creatively ambitious than ever. Boots has long been a trusted name in beauty, and the launch of the Boots Fragrance boutique is a powerful statement of its commitment to the UK fragrance industry. By championing both heritage and innovative new brands, Boots is now a key part of inspiring a new generation of perfume creators and perfume lovers.”
Boots Fragrance is the latest development in its beauty transformation. It is continuing to expand its portfolio, featuring over 500 brands in-store and online, with more than 30 new and trending names added since the start of the year. Additionally, it remains focused on enhancing its store portfolio to improve the overall shopping experience for customers, with over 180 revamped beauty halls nationwide, alongside its dedicated Beauty store at Battersea Power Station, which opened its doors in 2023 and is home to over 250 cosmetics, skincare and haircare brands.
Boots Fragrance boutique will be located at Broadgate Central, Broadgate’s new retail and leisure space. All brands stocked in the boutique will also be available to purchase online on boots.com and through the Boots App this autumn, with the next day Click and Collect service available at over 1,600 stores. A dedicated Luxury and Niche Fragrance hub will launch online too, with exclusive content, inspiration, and brand stories.
1Source: Kantar’s Worldpanel | Total Market | Mass & Premium Beauty Category | Mass: 52w/e 26th January 2025 & Prestige: 52 w/e 5th January 2025 | Number one measured by GB Spend Share %
2UK Fragrances Market Report 2024, Mintel 2024
3Sales data by revenue for 01/04/2025 to 30/06/25 compared with 01/04/2024 to 30/06/24