Boots Launches First-Ever Fragrance-Only Concept Store

In an exciting development for beauty retail, Boots has announced the launch of its first-ever standalone fragrance-only concept store, set to open this autumn in Broadgate Central, London. The boutique marks a bold step for the UK’s leading health and beauty retailer as it continues to elevate the in-store experience and meet the growing demand for luxury and niche perfumes.

Spanning over 2,000 square feet, the new Boots Fragrance store will offer an immersive and sensory-led experience unlike anything else on the high street. Shoppers will be invited to explore more than 400 fragrances, including over 20 brands making their debut in Boots and several exclusive to the UK market.

From globally recognised names such as Hermès and Guerlain to emerging niche fragrance houses, the store will present a curated selection designed to surprise and delight. Customers can expect a premium service, complete with trained fragrance specialists offering personalised scent-matching consultations, as well as concierge support and luxury gift-wrapping options.

The new concept is a strategic move by Boots to tap into the surging fragrance market, with UK perfume sales projected to exceed £2 billion by 2029. It follows the success of Boots’ dedicated beauty-only concept store at Battersea Power Station, as well as a wider transformation across more than 180 beauty halls nationwide.

Chelsey Saunders, Director of Fragrance at Boots, said:
“This new store is about putting fragrance in the spotlight. We’re creating an inviting, inspiring environment that makes exploring luxury scent accessible to all.”

The boutique is designed around discovery, with interactive zones that allow customers to explore fragrance through trend storytelling, olfactory experiences, and guided personalisation. The focus is on creating a moment of indulgence—an experience that goes beyond simply testing a scent.

Boots’ fragrance concept store is not just about luxury—it’s about creating a new standard for inclusive, elevated retail. As competition in the UK beauty sector intensifies, this launch positions Boots as a serious player in the premium fragrance space while staying true to its mass-market roots.

Source: Boots UK