Fragrance enthusiasts will be pleased to know that French perfumery Essential Parfums is making its UK debut in October.
The retailer is opening its first standalone store outside of France at Soho’s 37 Beak Street in London, real estate firm Shaftesbury Capital announced in July.
The new shop, which spans 795 sq ft, will sell the brand’s “luxurious” fragrances, created in collaboration with perfumers such as Calice Becker, QuentinBisch, and Nathalie Lorson.
“The most cosmopolitan city in Europe”
As the brand’s first shop outside France, choosing the right location was presumably a significant decision for Essential Parfums.
The company’s co-founder and CEO Géraldine Archambault says that although “the challenge” was “big,” it “looked logical” for Essential Parfums to open in London since this was “the most cosmopolitan city in Europe”.
“The timing is also perfect, as we launched our brand locally a few months ago with Kenneth Green, in Selfridges, John Lewis, Fenwick, Liberty, and several independent stores,” she assures.
Shaftesbury Capital director of retail and restaurant leasing Will Oliver notes that “there is a level of experience that Essential Parfums creates,” meaning that it “works well in this part of Soho”.
“Being just around the corner from Carnaby Street, the brand has taken a space that attracts a critical mass of visitors, who want that elevated experience and to feel like they’re exploring something unique,” he says.
“That can also be achieved through the nature of products on offer, and Essential Parfums, by championing some renowned perfumers, will house a quality collection that will align with consumer expectations here.”
Oliver also says that the launch “reinforces why Soho is so revered”.
“Essential Parfums wanted to be here for a national debut, just around the corner it was exactly the same for Edikted, Tala, and Eme Studios, and just a couple of months ago Sephora launched its first-ever boutique concept here,” he points out.
Archambault adds: “We spent two years searching for the right location, a place that would authentically reflect both our brand and our customers.
“With its distinctive energy and creative spirit, Soho felt like a natural choice.”
‘Designed like a chic Parisian apartment’
Essential Parfums currently has three physical shops in France, based in Paris Rive Droite Marais, Paris Rive Gauche Saint-Germain, and Bordeaux, according to its website.
The brand is also sold across hundreds of points of sale worldwide.
“You will find our style throughout, dark green facade, light wood, canework, and corian marble,” she says.
“Designed like a chic Parisian apartment, each boutique highlights in every detail the talent of the perfumers. It is truly an invitation to perfumers’ artistry.”
She explains that “the main area” of the new store is its “green ceramic wall” which showcases “each perfumer and its creation”.
“Each perfume is revealed in a glass dome showing all major ingredients,” she says.
“The client can see, smell, and experience each fragrance. They can also try each soap in a dedicated space and even have a consultation in the sofa area.”
Democratising access to fine perfumery
Having founded the brand in 2018, Archambault’s vision for Essential Parfums was “to democratise access to fine perfumery while honoring the artistry of perfumers”.
Echoing this, the exec emphasises that the company does “not target an audience” as such, but “welcomes everyone”.
If its first UK store goes well, she says that “the idea is to open more stores across the UK”. However, she notes “let’s first go step by step and open this one”.
And looking more broadly, Archambault says “the idea is to open around 15 to 20 stores in the next 3 years”.
“We are aiming in the coming months to launch Berlin, New York, Milan and maybe a 3rd one Paris, but probably other countries as well. Stay tuned.”
