Boots is opening a fragrance-only boutique in Broadgate Central, London, in autumn 2025, amid a "robust U.K. fragrance market, which is on track to surpass £2 billion by 2029," per the company.
The Fragrance Boom Driving Scent Strategies
The move comes amid a general boom in the scent space. In Q1 2025, Circana reported that fragrance dominated dollar sales growth across mass (up 8%) and prestige (up 4%) beauty.
Prestige results were powered by minis and travel size sets, which allowed the gift set sector to rise 45% in the period.
Similar to earlier quarters, eau de parfums, parfums and other high-concentration fragrances had the "greatest impact on growth."
From a global perspective, the fragrance market is expected to total $62.11 billion in 2025, growing at a rate of 3.31% through 2030.
Showcasing Luxury and Niche Perfumery
The 2,150-square-foot Boots fragrance store will feature more than 400 luxury and niche scents, including British founder-led brands, niche international labels, U.K. exclusives and more than 20 new entrants to Boots (including Hermès and Guerlain).
Visitors will enjoy "expert consultations, premium concierge services and luxury gift-wrapping," per Boots.
The new boutique will showcase a curated collection of over 400 luxury and niche scents, including UK exclusives and over 20 brands new to Boots. Customers will be invited to explore fine and prestige fragrances, including recent additions to Boots such as . New emerging British founder-led brands and niche international labels will also be brought together under one roof to celebrate the artistry and innovation of modern perfumery.
Chelsey Saunders, director of fragrance at Boots, said, “Boots Fragrance boutique represents a bold step forward in how we bring fragrance to our customers. As the nation’s favorite beauty retailer, we’re proud to be creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting and inspiring for all.”
