Great Portland Estates (GPE) has announced that The Fragrance Shop, the UK’s largest independent fragrance retailer, will open its first experiential flagship store at 70/88 Oxford Street in London. The deal finalises the leasing for the entire development.
Unit 2 at 70/88 Oxford Street will house the brand’s new store, which spans 2,300 sq ft and boasts an impressive eight-metre double-height frontage. The prime location, near the Elizabeth line, is expected to bring additional footfall to the West End, particularly benefiting Tottenham Court Road.
Established in 1994, The Fragrance Shop aims to make mainstream and luxury fragrances affordable and accessible, stocking over 150 fragrance brands and 200 beauty brands across 200+ stores.
GPE’s Senior Portfolio Manager, Sarah Goldman, expressed her delight, stating: “We are delighted to announce that The Fragrance Shop has chosen 70/88 Oxford Street to launch its first experiential flagship store in London. This is a pivotal moment for the brand, and we’re excited to welcome them to the building which not only adds to our standout retail and social offering but also completes the leasing for the entire development.”
Sanjay Vadera MBE, CEO of The Fragrance Shop, added: “The launch of a flagship store in one of the world’s most iconic retail locations is a symbol of how far we’ve come. We’ll be working hard to make sure it embodies everything that The Fragrance Shop is famous for and show the world what the future of fragrance retail looks like.”
Kam Birk, Property Director at The Fragrance Shop, commented on the company’s confidence in high street growth, saying: “Our move to open a flagship store on Oxford Street is also an expression of the confidence we have in the wider high street. We continue to actively search for opportunities to grow our store estate so we can continue to build an integrated digital and physical offer for customers that allows them to shop with us on their terms.”
