The St David’s Partnership, owners of St David’s in Cardiff, one of the United Kingdom’s premier retail and leisure destinations, has announced the launch of a revamped store for the perfumer Jo Malone London within the center.
The quintessentially British brand’s new-look, 1,201 sq ft boutique is situated at 49 The Hayes, adjacent to Seasalt. Designed in-house, the store update focuses on a dedicated “Tasting Bar” which invites customers to indulge in relaxing hand or arm massages, as well as personalized fragrance profiling from Jo Malone London stylists.
With the addition of brand-new event space capabilities and an allocated customer lounge area, Jo Malone London has sought to future proof its Cardiff store, catering to the growing demand for a tailored lifestyle approach in high-end retail.
This service-focused re-fit follows the launch of the John Lewis ‘Beauty Society’ at St David’s, which similarly recognizes the importance of personalized customer service for beauty products.
The news follows the recent announcement of the upsize and relocation of Hollister Co. at St. David’s this Spring, enabling the global teen retailer to present its new store format and loungewear and intimates brand, Gilly Hicks, to a wider audience.
JLL and Cushman & Wakefield advised St David’s Partnership. Jo Malone dealt directly.
“Experiential elements are increasingly important in the beauty industry, and Jo Malone London’s store re-fit is testament to the St. David’s offer as a key U.K. destination for lifestyle brands,” Colin Flinn, intu’s regional managing director, said. “Sitting alongside the likes of Michael Kors, The Ivy, and Vivienne Westwood, Jo Malone London forms an integral part of our premium retailer offer.”
“We are delighted to be able to bring our updated store format to St David’s, offering our customers the personalized service that has become synonymous with our brand,” a spokesperson from Jo Malone London said. “Our refurbished Cardiff boutique gives customers the chance to delve deeper into our brand story, engage their senses and find their signature scent, all within an environment geared towards the demands of modern consumers, and alongside so many other leading international retailers.”