Apr 3, 2023
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The Fragrance Shop signs up for major Oxford Street store

Apr 3, 2023

The Fragrance Shop, the UK's largest independent fragrance retailer, has signed a major lease for a new global store concept on London’s Oxford Street.


Set to open later this summer, the concept will be the brand's first store to provide a selected range of its more luxury fragrances and is a vote of confidence in Oxford Street post-pandemic.

The brand will occupy the final retail unit at 70/88 Oxford Street, on the doorstep of the Elizabeth line “which is bringing additional visitors to the West End, with Tottenham Court Road particularly benefiting”, said the property owner GPE. 

Spanning 2,300 sq ft and benefiting from a prominent eight metre double-height frontage, The Fragrance Shop joins well-known retail brands at the space, including, Reserved and Pandora.

Sanjay Vadera, Fragrance Shop CEO,  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 first flagship store arrival 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.”

Kam Birk, the firm’s Property Director, added: “Our move to open a Flagship store on Oxford Street is also an expression of the confidence we have in the wider high street. We continue to actively search for opportunities to grow our store estate so we can continue to build an integrated digital and physical offer for customers that allows them to shop with us on their terms.” 

Additionally, Sarah Goldman, Senior Portfolio Manager at GPE, also said: “This is a pivotal moment for the brand, and we're excited to welcome them to the building which not only adds to our standout retail and social offering but also completes the leasing for the entire development. Combined with the increased footfall we are already seeing at Tottenham Court Road; our development provides a best-in-class destination in an increasingly prime location.”

The Fragrance Shop is certainly trading on a high having reported record Christmas sales for the six weeks to 31 December. At the time of the results Vadera said the retailer was well placed to thrive, as its continues to invest and grow, based on a solid omnichannel platform. “The convenience of being able to mix and match between shopping in-store and online will be the bedrock of our plans for 2023". 

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