Creed, the renowned luxury perfume house, has opened its flagship store in Covent Garden. Located at 14 King Street, this boutique represents Creed’s third standalone store in the UK.

Creed, celebrated for its heritage in creating authentic and high-quality scents, has consistently been recognised as a leading name in the world of luxury perfumery. The new 365 sq ft Covent Garden store exemplifies Creed’s dedication to ultra-luxury, featuring a collection of handcrafted fragrances made from select ingredients. Adding to the luxury experience, the store offers exclusive services like bottle engraving, gift-wrap ribbon personalisation, and leather monogramming​​.

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The opening of Creed’s boutique enhances Covent Garden’s diverse collection of luxury fragrance brands, further establishing the area as London’s ‘beauty quarter.’ This district already hosts a lineup of esteemed names, including Aēsop, Chanel, Diptyque, Guerlain, Jo Malone London, Le Labo, Miller Harris, Parfums de Marly, and Penhaligon’s. Creed’s presence in this vibrant area underscores the ongoing allure of Covent Garden for leading cosmetic brands to establish their outlets​​​​.

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Michelle McGrath, Executive Director, Shaftesbury Capital, commented: “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.”

Sarah Lynn, Managing Director at Creed UK added: “Like Creed, Covent Garden has a rich heritage and legacy, so it has always been a destination of choice for us. We are so thrilled to have established our flagship boutique amongst the very best names in retail and look forward to introducing a truly luxurious shopping experience with our largest array of hand-crafted fragrances yet, to a brand-new audience.”

This development follows other significant retail openings in Covent Garden, including Arc’teryx, the Canadian high-performance outdoor apparel brand, which plans to open an 8,000 square foot space early next year. Additionally, the footwear, apparel, and accessory brand HOKA recently inaugurated its first-ever European retail location in the area, further enhancing Covent Garden’s appeal as a key retail hub​​​​.