The Fragrance Shop has announced the grand reopening of its Eldon Square store in Newcastle, following a major refurbishment. The store, which now spans 1,200 sq ft, features a modernised shopfront, interactive fragrance technology, and digital displays, aligning with the retailer’s latest store format.
Upgraded shopping experience with digital innovation
Located in one of the busiest retail hubs in the North East, the Eldon Square store has been redesigned to enhance the customer experience. Key features include:
- LED fascia installation and large-format window screens, creating a dynamic visual presence.
- Interactive digital screens, allowing customers to explore fragrance notes, product details, and receive personalised recommendations.
Steve Brant, regional director at The Fragrance Shop, commented on the transformation, stating, “Eldon Square is a key retail destination, and we are thrilled to unveil our newly refurbished flagship store. This transformation reflects our commitment to delivering an innovative, premium shopping experience while offering customers an extensive range of fragrances and personalised services. We look forward to welcoming Newcastle shoppers into our new-look store and providing them with the best in fragrance retail.”
Part of a wider investment in flagship store refurbishments
The Eldon Square store is one of four flagship locations undergoing significant refurbishments as part of The Fragrance Shop’s nationwide investment. Other upgraded stores set to reopen include Oxford Westgate, White City, and Sheffield Meadowhall.
Kam Birk, property director at The Fragrance Shop, said, “This investment marks a key milestone in our ongoing commitment to delivering an exceptional retail experience. We are excited to bring these major upgrades to our flagship locations, ensuring customers enjoy an enhanced shopping environment. These refurbishments are just the beginning—many more are planned throughout the year as we continue to innovate and lead the fragrance retail space.”
The investment includes digital upgrades, interactive retail technology, and modernised aesthetics, designed to create a premium, future-forward shopping experience.
The Fragrance Shop’s continued growth
Established in 1994, The Fragrance Shop is the UK’s largest independent fragrance retailer, offering over 150 fragrance brands and 200+ beauty brands. With more than 220 stores nationwide and an extensive online presence, the company continues to focus on accessibility, affordability, and premium customer experiences.
