Boots to open fragrance-only concept store

UK – Boots is set to open its first fragrance-only concept store at Broadgate Central, London, in autumn 2025, marking a major expansion in its beauty transformation strategy.

The 2,150-square-feet store will showcase a curated edit of more than 400 luxury and niche scents, including Hermès, Guerlain and over 20 brands new to Boots. Exclusive UK launches and emerging British founder-led labels will sit alongside international niche houses, positioning the space as a destination for both prestige and discovery.

Designed as a sensory-led retail experience, the boutique will introduce trend-driven discovery zones, immersive scent profiling and expert consultations with fragrance specialists trained in advanced matching techniques. Customers will also be able to access a concierge service and luxury gift-wrapping.

The move follows the retailer’s 2023 beauty-only store at Battersea Power Station and comes as the UK fragrance market is forecast to exceed £2bn ($2.7bn, €2.3bn) by 2029 (source: Mintel).

We identified the enduring power of in-store scent exploration in our Scent Retail Futures report, highlighting how physical environments remain crucial for fragrance discovery.