The Fragrance Shop has unveiled an experiential flagship store on London’s Oxford Street, which includes an AI-powered perfume personalisation station.

The perfume retailer said the 2,300 sq ft store at 70/88 Oxford Street, “sets a new standard in fragrance retail”, and promised consumers a shopping experience like no other.

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Marking its first store in London’s busiest shopping district, The Fragrance Shop has partnered with EveryHuman to introduce the UK’s first-ever AI fragrance creation machine.

This “algorithmic perfumery” experience will be available exclusively in the new flagship, allowing customers to personalise their own fragrances.

The opening comes as the retailer expands its store estate. It has added 12 new stores to its portfolio in 2022 and now trades from 216 locations nationwide.

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