//T he Fragrance Shop opening its first experiential flagship store on London’s Oxford Street this summer
// The retailer is currently expanding its store estate as it looks to offer customers the convenience of mixing shopping online with in-store
The Fragrance Shop is set to open the doors to a new “experiential” store on London’s Oxford Street this summer.
The 2,300 sq ft flagship will feature an eight-metre double-height frontage at 70/88 Oxford Street, marking the perfume retailer’s first shop at the famous shopping strip.
The Fragrance Shop is currently expanding its store estate as it looks to offer customers the convenience of mixing shopping online with in-store.
The company opened 12 new stores in 2022 and now trades from 216 locations nationwide.
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According to the New West End Company, year-to-date sales on Oxford Street are up 56% compared to 2021 due to trade being boosted by the arrival of the Elizabeth line.
The Fragrance Shop chief executive Sanjay Vadera said: ‘The launch of a flagship store in one of the world’s most iconic retail locations is a symbol of how far we’ve come. We’ll be working hard to make sure it embodies everything that The Fragrance Shop is famous for and show the world what the future of fragrance retail looks like.
“Our flagship on Oxford Street – undoubtedly still the UK’s place to be – will be a defining moment for our business as we deliver a destination store that will give the customer an immersive retail experience. I want it to show the world that The Fragrance Shop is truly first for fragrance.”
Sarah Goldman, senior portfolio manager at GPE, said: “We’re delighted to announce that The Fragrance Shop has chosen 70/88 Oxford Street to launch its first luxury concept store in London.
“This is a pivotal moment for the brand, and we’re excited that their signing not only adds to our standout retail and social offering but also completes the leasing for the entire development, following the offices above fully-let status.
“Combined with the increased footfall we are already seeing at Tottenham Court Road, our development provides a best-in-class destination in a prime location.”
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