INITIO Parfums Privés opens first standalone store in Covent Garden
INITO Parfums Privés has opened its first standalone store at Covent Garden’s Market Building in London.
The arrival of the 246 sq ft boutique comes follows the French perfume brand’s success across various concessions in department stores such as Harvey Nichols and Selfridges.
INITIO Parfums Privé sjoins an array of fragrance houses in Covent Garden, including Parfums de Marly, which recently upsized and relocated to James Street; Byredo, which opened a second store in Covent Garden following the success of its Seven Dials space; and MATIERE PREMIERE, which launched its debut UK flagship location on King Street in February.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “Our leasing strategy is focused on curating best-in-class brands that enhance the district’s global appeal, with beauty a key pillar for Covent Garden. The arrival of INITIO Parfums Privés reinforces Covent Garden’s position as London’s leading luxury beauty destination, one we have carefully shaped, where a growing cluster of premium brands continues to drive strong demand and interest.”
Patrice Béliard, CEO of INITIO Parfums Privés and Parfums de Marly, added: “The decision to launch our first UK standalone store in Covent Garden reflects both the success of our existing concessions and the exceptional performance of Parfums de Marly in the UK. The new INITIO Parfums Privésstore will provide our customers with a more in-depth and elevated experience, and with Covent Garden’s impressive luxury beauty line-up, we’re in fantastic company.”
The opening comes after an array of new signings in the Covent Garden Seven Dials neighbourhood, including London-born beauty brand Code8, which will open its flagship store on Monmouth Street this May. Recent openings in the neighbourhood also include ethical eyewear brand MONC, contemporary menswear brand Percival, and the upcoming opening of Scottish accessories brand Islander’s first store in London.