INITIO Parfums Privés Opens First UK Store In Covent Garden
INITIO Parfums Privés has opened its first standalone UK boutique in Covent Garden, joining a growing cluster of luxury fragrance brands in the West End destination.
Shaftesbury Capital has announced that INITIO Parfums Privés has opened in Covent Garden, marking the brand’s first standalone store and reinforcing the destination’s position within the luxury fragrance and beauty sector.
The French perfume house has launched its debut UK boutique within a 246 sq ft unit in the Market Building, following the performance of its concessions in department stores including Selfridges and Harvey Nichols. Founded in 2015, the brand is known for its “neuroscents”, fragrances developed to influence emotional wellbeing, created in collaboration with DSM-Firmenich.
INITIO Parfums Privés joins a growing cluster of fragrance-led brands in Covent Garden. Parfums de Marly has recently upsized and relocated to James Street, while Byredo has opened a second store in the district following the success of its Seven Dials location. MATIERE PREMIERE also launched its first UK flagship on King Street earlier this year.
William Oliver, Director of Retail & 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.”
William Oliver, Director of Retail & Restaurant Leasing, Shaftesbury Capital
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 Privés store 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.”
Patrice Béliard, CEO, INITIO Parfums Privés and Parfums de Marly
The opening follows a series of new lettings across the Covent Garden Seven Dials neighbourhood. London-based beauty brand Code8 is set to open a flagship on Monmouth Street in May, while recent arrivals include eyewear brand MONC and menswear label Percival. Scottish accessories brand Islander is also preparing to open its first London store, further contributing to the area’s growth as a destination for fashion and beauty-led retail.
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