New Perfume Shop boutiques response ‘phenomenal’ as concept drives strong growth in niche/exclusive brands

Since debuting in late July, The Perfume Shop boutique stores at Brent Cross and Lakeside “have exceeded expectations, delivering standout performance”, the retailer has said.

Expanding the retailer’s niche perfume portfolio, over 25 new brands have joined its boutique offer with niche scents now representing up to 16% of total store sales, “mirroring the UK’s overall niche market mix”, it said.

Sales trends also reveal that top-performing brands in-store differ from online, “showing that the boutiques are attracting a distinct customer base”.

“Brands that are still building awareness in the wider market are seeing particularly strong results in stores, thanks to the expertise of boutique staff who help customers discover the stories, artistry, and composition behind each scent”, The Perfume Shop noted.

Managing director Gill Smith, added: “Our boutique stores were created to redefine the perfume shopping experience, and the response since late July has been phenomenal.

“Our boutique stores have unlocked a new level of engagement with our customers. We’re seeing exceptional demand for niche and exclusive fragrances, brands like MCM are performing particularly well and our store teams are instrumental in sharing the craft and inspiration behind each scent. This unique experience is helping us reach new audiences and grow our market share across emerging and established brands alike.”

She also said the brand is exploring new niche lines and collaborations, with plans to launch exclusive new ranges at Brent Cross before Christmas.