Luxury fragrance house makes UK debut in Covent Garden
French luxury fragrance house MATIERE PREMIERE has opened its first store in the UK at 31 King Street in Shaftesbury Capital’s Covent Garden estate in London.
Spanning 708 sq ft, the new store showcases the brand’s full portfolio of scents, each of which are centred around a single, natural raw material.
MATIERE PREMIERE joins a number of fragrance and beauty brands within the Covent Garden neighbourhood, including Byredo, Creed, Chanel, Diptyue, Dolce&Gabbana, Le Labo, Penhaligon’s, and Tom Ford. These brands will soon be joined by the UK store debut for Inito Parfums Privés.
On King Street, MATIERE PREMIERE will join the likes of Apple, Arc’teryx, Glossier, Reformation, and Polo Ralph Lauren.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “Beauty is an important category for Covent Garden which continues to grow year on year, and MATIERE PREMIERE is an excellent example of the quality of brand we are actively seeking to attract. Our leasing approach focuses on curating a best-in-class mix that enhances the district’s global appeal and supports long-term brand growth. The arrival of MATIERE PREMIERE at King Street reflects both the strength of the location and Covent Garden’s continued evolution as a leading destination for luxury beauty.”
Cédric Meiffret, founder and general manager at MATIERE PREMIERE, added: “The UK is where it all began for MATIERE PREMIERE. We made our worldwide debut at Harrods in October 2019. From the outset, the collection received an exceptional response from an international clientele in London. Building on this success, we naturally expanded our presence to Selfridges, Liberty, Harvey Nichols, Brown Thomas, and other prestigious partners. London is a retail capital that sets the bar – vibrant and demanding – an obvious choice after Paris. We explored several opportunities before finding the ideal location. Covent Garden is an iconic, lively, and chic district, where we are excited to write the next chapter of the house.”
MATIERE PREMIERE’s opening follows a period of sustained leasing activity across Shaftesbury Capital’s portfolio, with a flurry of new brands set to take space in Covent Garden’s Seven Dials neighbourhood. This includes flagship openings for Code8, MONC, Islander, and Percival.