Shaftesbury Capital has announced that a series of new luxury fragrance brands will be joining the Covent Garden neighbourhood later this year, including two UK debuts, a second in the portfolio and a relocation and upsize.
Byredo, MATIERE PREMIERE, Initio Parfums Privés and Parfums de Marly will be enhancing the iconic destination, solidifying its position as a key beauty hub within the UK.
• Byredo is set to open a brand-new boutique in Covent Garden’s iconic Market Building, joining its existing location in Seven Dials. Byredo will open a 1,100sq ft unit, featuring an assortment of high-end fragrances, make-up, home, leather goods and accessories.
• It will be joined by MATIERE PREMIERE, the perfume brand which is synonymous with stylish perfumery through natural raw materials. Its new 50sq ft store at 31 King Street will represent MATIERE PREMIERE’s debut flagship space in the UK, highlighting the significance of Shaftesbury Capital’s Covent Garden portfolio in housing the very best of luxury independent fragrance.
• Niche French fragrance house Initio Parfums Privés, is also set to launch its first UK store at Covent Garden. It will be moving into Parfums de Marly’s former 246sq ft unit in the Market Building, delivering a prime spot for the Parisian perfume house to present its range of scents alongside some of the world’s leading retailers.
• Parfums de Marly, the label inspired by the 18th-century French era and a brand that has been part of Covent Garden’s luxury fabric for the last three years, will be upsizing and relocating to 31 James Street. The new 1,000sq ft store will deliver Parfums de Marly with an even larger presence on the iconic street, sitting adjacent to the likes of Charlotte Tilbury, APPLE, Glossier and HOKA.
Covent Garden plays host to several luxury fragrance brands already within its portfolio, including Creed, Diptique, Jo Malone London, Le Labo, Miller Harris and Penhaligon’s. This expertise extends across not just fragrance but luxury beauty and wellbeing too, with the likes of Aesop, CHANEL, Charlotte Tilbury, D&G Beauty, Elemis, Glossier, Guerlain, MAC, NARS, Neal’s Yard Remedies, TOM FORD and more calling the iconic neighbourhood home.
This news coincides with Covent Garden’s BIG BEAUTY event, a celebration of beauty and wellness which will be running from 4 to 14 September throughout the neighbourhood. This brand-new 10-day celebration of skincare, fragrance, makeup and wellbeing will see Covent Garden’s iconic Piazza and surrounding streets transform into a multi-sensory playground of beauty experiences, highlighting Shaftesbury Capital’s leading expertise in delivering opportunities for luxury beauty.
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