Luxury perfume house launches Covent Garden flagship

17th November 2023 | Jack Oliver

Luxury perfume house Creed has opened a flagship store at Covent Garden, Shaftesbury Capital has announced.

The 365 sq ft store at 14 King Street features a new store design and is the brand’s third standalone boutique in the UK.

Creed Covent Garden presents the brand’s most extensive product range yet including rare exclusives, and features a service area offering bottle engraving, gift wrap ribbon personalisation, and leather monogramming.

The brand joins a number of fragrance brands already established at Covent Garden including Aēsop, Chanel, Diptyque, Guerlain, Jo Malone London, Le Labo, Miller Harris, Parfums de Marly, and Penhaligon’s.

Michelle McGrath, executive director of Shaftesbury Capital, said: “Creed’s innovative and timeless approach to perfumery is a leading example of the calibre of brands we always seek to attract to the destination. Covent Garden’s carefully curated blend of internationally renowned and independent concepts continues to make the destination stand out across the market, and we look forward to seeing the bespoke King Street flagship boutique flourish amongst our strong tenant line-up.”

The openings follows a number of flagship announcements at Covent Garden, including outdoor apparel brand Arc’teryx, which will open an 8,000 sq ft space next year, and the recent opening of accessories brand HOKA on James Street.

Creed at Covent Garden interior


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