Boots, will open a first-of-its-kind fragrance boutique, Boots Fragrance, on Thursday 23rd October. Located in London’s new Broadgate Central development, the boutique will offer a reimagined, sensory-led retail space featuring trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a completely new way.
The new boutique will be home to a curated collection of over 400 luxury and niche scents, all new to Boots, including UK exclusives and over 20 brands that will be available at Boots for the first time. This includes prestige and fine fragrances from luxury labels, plus niche perfumery from British founders, independent perfume houses and international brands.
A team of expert Fragrance Specialists, with advanced training on scent profiling and matching, will offer personalised consultations and tailored advice at the boutique. A range of complimentary expert-led fragrance experiences will also be available, including a Signature Scent Experience, a bespoke consultation designed to help visitors find a scent that reflects their unique style, and a Wedding Fragrance Experience, for couples preparing for their special day.
Chelsey Saunders, Director of Fragrance at Boots and CEW Board Member 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.”
To celebrate the opening of Boots Fragrance, there will be an official ribbon cutting at 10:30am on Thursday 23rdOctober, and a number of experiences and giveaways available to customers who visit the store. For one day only, customers who spend £75 or more can have their fragrance bottle personalised with hand-painted designs by a live artist in-store*. In addition, exclusive gift with purchase promotions will be available across selected brands in the boutique, including Tom Ford and Floral Street.
The launch of Boots Fragrance boutique follows the opening of the first beauty-only store at Battersea Power Station in 2023, as Boots continues to develop and launch innovative new store concepts. Boots remains focused on enhancing its store portfolio to elevate customer experience, including redesigning over 180 beauty halls and training over 1,400 Beauty Specialists nationwide, to create immersive spaces where discovery meets expert advice.
Luxury and niche scents will also be available to Boots customers nationwide via a new Fragrance hub on boots.com and Boots App (launching Thursday 23rd October), featuring exclusive content, inspiration, and brand stories. With Click & Collect, customers can order online and collect from over 1,600 Boots stores.
Boots Fragrance boutique is located on the lower ground floor of Broadgate Central, 1 Broadgate, London, EC2M 2QS. The store will open at 10:30am on Thursday 23rd October – we hope to see you there!
(*Available in-store at Boots Fragrance on Thursday 23rd October only. Minimum spend required of £75. Non-refundable once painted)
More company information is available on boots-uk.com.
*Figures accurate as of 31 May 2025
