Covent Garden welcomes quartet of fragrance brands
Shaftesbury Capital has announced that four luxury fragrance brands will be joining its Covent Garden estate later this year.
Opening in Covent Garden’s Market Building, Byredo’s 1,100 sq ft store will join the brand’s existing location in Seven Dials. The location will feature an assortment of high-end fragrances, make-up, home, leather goods, and accessories.
Byredo will be joined by MATIERE PREMIERE, which will open its debut UK flagship space within a 50 sq ft store at 31 King Street.
Also launching its debut UK store is French fragrance house Initio Parfums Privés, which will be moving into Parfums de Marly’s former 246 sq ft unit in the Market Building.
Finally, Parfums de Marly, the label inspired by the 18th-century French era, will be upsizing and relocating to 31 James Street. The new 1,000 sq ft store will sit adjacent to the likes of Charlotte Tilbury, APPLE, Glossier and HOKA.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “Four exciting new fragrance brands have committed to Covent Garden, which speaks volumes about our role as the leading destination for luxury beauty in the UK, already home to a host of world-class fragrance houses and an epicentre where brands can launch, innovate, and thrive. We deliver unparalleled quality, and this is shown time and time again by prominent names in the industry continually choosing Covent Garden, as we continue to lead the way and curate a world-class beauty environment.”
Covent Garden is home to several luxury fragrance brands already within its portfolio, including Creed, Diptique, Jo Malone London, Le Labo, Miller Harris, and Penhaligon’s.