Luxury fragrance house makes UK debut in Covent Garden
19th February 2026 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...