French perfume retailer Essential Parfums is set to make its UK debut, with its first standalone store outside of France launching at 37 Beak Street, Soho, in early October.
The new 795 sq ft store will showcase the brand’s range of fragrances, created in collaboration with perfumers including Calice Becker, Quentin Bisch, and Nathalie Lorson.
Inspired by Parisian apartments and French boutiques, the shop will feature a minimalist aesthetic that “places the focus firmly on the fragrances”.
The store will also include collections of candles, hair and body mists, and hand creams.
The signing “reinforces the destination’s position as the launchpad of choice for international, premium brands,” according to the business.
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Essential Parfums co-founder and CEO Géraldine Archambault said: “Our upcoming launch in Soho marks an exciting new chapter for Essential Parfums, as we open our first standalone store outside of France.
“Expanding into the UK market has been a natural next step for the brand, allowing us to share our approach to modern perfumery with a new community of fragrance enthusiasts.
“Finding the right location was essential, and Soho offers the perfect environment to bring Essential Parfums to the UK, placing us in a high footfall destination with a highly engaged demographic, eager to discover new retail experiences.”
Shaftesbury Capital director of retail and restaurant leasing William Oliver added: “Securing another UK debut is testament to the strength and appeal of our Soho portfolio, given its global status and revered collection of international brands.
“Essential Parfums feels like a natural fit for the neighbourhood, and being just around the corner from Carnaby Street, it joins a neighbourhood built on creativity, discovery, and premium experiences.
“Introducing the brand’s first standalone store outside of France allows us to extend Soho’s truly distinctive retail offer, complementing Beak Street’s character and again adding something our visitors cannot experience anywhere else.”
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