House of Creed is proud to announce the reopening of its flagship store on London’s prestigious Regent Street, housed within the Grade II listed 1920s Quadrant Arcade. This location is not only Creed’s largest boutique in the capital but also a striking embodiment of the brand’s dedication to craftsmanship and luxury.
The light-filled, two-storey space showcases the full array of Creed’s offerings – from iconic perfumes and body care to home and lifestyle collections – including its latest enchanting floral rose fragrance, Eladaria.
The newly unveiled first floor features a refined extension to the boutique, incorporating an exclusive client lounge. Here, guests may enjoy a glass of champagne or coffee at a marble-adorned bar, offering a serene moment in the heart of the city. A private suite invites customers to immerse themselves in the Creed universe, highlighting the exceptional raw ingredients at the core of every fragrance. This upper level will also serve as an intimate club space, hosting a curated calendar of private events and brand experiences.
Bespoke service remains at the heart of the in-store experience, with personalised gifting options such as fragrance engraving, leather monogramming, and ribbon customisation.
The interior design pays homage to the brand’s 265-year heritage, with the use of refined materials such as Verde Luana marble, American walnut panelling, brushed brass, and a rich palette of textures and fabrics. Upholding this tradition of excellence, Creed fragrances continue to be crafted in its dedicated maison in Fontainebleau, France, maintaining Millésime quality standards through the use of the finest and rarest natural ingredients.
Sarah Lynn, Managing Director of Kering Beauté UK&I, remarked: “We are thrilled to welcome customers to our beautifully renovated Regent Street boutique – a place steeped in history and elegance. We invite guests to discover what makes our brand so distinctive, and our team looks forward to delivering a truly personalised and luxurious experience.”
This flagship joins Creed’s other London locations in Covent Garden and Mount Street. Each Creed fragrance is crafted with care in its artisanal facility near Fontainebleau, France – where ingredients are weighed, blended, and macerated predominantly by hand to uphold the House’s exacting standards.
The House of Creed is part of Kering Beauté, the beauty division of global luxury group Kering, which also oversees a collection of renowned fashion, leather goods, jewellery and eyewear brands.
