New Perfume Shop boutiques response 'phenomenal' as concept drives strong growth in niche/exclusive brands

New Perfume Shop Boutiques Exceed Expectations

Since their late July debut, The Perfume Shop boutique stores at Brent Cross and Lakeside have surpassed expectations, delivering exceptional performance, according to the retailer.

Expansion of Niche Perfume Portfolio

The boutiques have expanded the retailer’s niche perfume range with over 25 new brands, with niche scents now making up to 16% of total store sales. This share aligns closely with the UK’s overall niche market mix.

Distinct Customer Base and Sales Trends

Sales data reveals a difference between top-performing brands in-store versus online, indicating that boutiques attract a unique clientele. Brands still gaining wider market awareness have seen especially strong results in these stores.

“Brands that are still building awareness in the wider market are seeing particularly strong results in stores, thanks to the expertise of boutique staff who help customers discover the stories, artistry, and composition behind each scent.”

Insights from Managing Director Gill Smith

“Our boutique stores were created to redefine the perfume shopping experience, and the response since late July has been phenomenal. Our boutique stores have unlocked a new level of engagement with our customers. We’re seeing exceptional demand for niche and exclusive fragrances, brands like MCM are performing particularly well and our store teams are instrumental in sharing the craft and inspiration behind each scent.”

The Perfume Shop boutiques emphasize expert staff engagement, helping customers connect deeply with niche fragrances and exclusive brands.

Author's summary: The Perfume Shop boutiques have driven impressive growth by offering niche brands and expert customer experiences, redefining perfume retail with a distinct and engaged clientele.

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FashionNetwork.com FashionNetwork.com — 2025-11-01

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