UK-based retailer Boots has revealed plans to establish its first fragrance store in London, as part of efforts to strengthen its presence in the beauty retail sector.

Set to open in autumn 2025, the 2,150ft² store will be located at Broadgate Central, close to Liverpool Street station in the City.

The new Boots Fragrance boutique will offer more than 400 luxury and niche fragrances, including exclusive products for the UK market, more than 20 brands that are new to the retailer, and recent additions such as Hermès and Guerlain.

The store will also feature emerging British brands and niche international labels, aiming to highlight the creativity and innovation within modern perfumery.

A team of trained fragrance specialists will be available to assist customers with personalised consultations and fragrance matching, along with a premium concierge service and gift-wrapping options.

This initiative follows the opening of a beauty-only store at Battersea Power Station in 2023, as Boots seeks to diversify its retail concepts.

The company, with more than 500 brands available both in-store and online, has reported growth in fragrance sales, attributed to an expanded brand portfolio and ongoing enhancements to fragrance sections in its stores.

Since the start of 2025, more than 30 new brands have been introduced.

All products available in the new boutique will also be accessible for online purchase through boots.com and the Boots app, with next-day Click and Collect service at more than 1,600 locations.

An online hub dedicated to luxury and niche fragrance will also be launched.

Boots fragrance director Chelsey Saunders stated: “Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers.

“As the nation’s favourite beauty retailer, we’re proud to be creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting and inspiring for all.”