The House of Creed has reopened its Regent Street flagship boutique, marking a significant enhancement to its presence in London. The newly redesigned store, the brand’s largest in the capital, is situated within the Grade II listed 1920s Quadrant Arcade.
The two-storey space now features the full range of The House of Creed offerings, including signature fragrances, along with body care and home products. The upper floor has been expanded to introduce an exclusive client lounge, offering guests champagne or coffee in a marble-accented setting. A private suite has also been added, where visitors can explore the ingredients that form the foundation of the brand’s fragrances.
The upper level is also set to become a focal point for customer engagement, hosting events and experiences as part of the brand’s initiative to create a more immersive retail environment.
Bespoke services remain a central aspect of the boutique experience, with perfume engraving, leather monogramming, and ribbon personalisation among the tailored options available to customers.
The updated interior design reflects the brand’s emphasis on craftsmanship and heritage. High-end materials such as Verde Luana marble, American walnut panelling, and brushed brass have been incorporated to evoke the brand’s legacy, which spans over two centuries. The fragrances themselves continue to be produced at Creed’s dedicated facility in Fontainebleau, France, using Millésime-quality ingredients sourced globally.
“We are delighted and excited to welcome all to discover our beautiful, renovated Regent Street Boutique steeped in history. Step inside to explore what makes our brand truly unique. The Boutique team look forward to making all of our guests’ experience bespoke, luxury and personalised,” said Sarah Lynn, Managing Director of Kering Beauté UK&I.
The Regent Street location joins existing Creed boutiques at Covent Garden and Mount Street, reinforcing the brand’s London footprint. Founded by James Henry Creed in 1760, The House of Creed has built its reputation on blending rare natural ingredients to create its signature scents, produced in small batches at its artisanal factory near Fontainebleau.
