On Thursday 23rd October 2025, the first ever Boots fragrance-only store opened at Broadgate Central in London. The store showcases an expertly curated collection of over 400 luxury and niche scents, including more than 20 brands new to Boots. The store also features a team of expert Fragrance Specialists on hand to offer advice with profiling and matching.  

Shoppers will be able to browse fine fragrances from world-renowned perfume houses like Tom Ford Private Blend, Maison Margiela Replica and Hermès. Boots customers can also shop independent labels including Gallivant, BeauFort London and Orebella.  

The boutique is more than just a retail space; it offers immersive, sensory-led experiences with discovery zones, allowing customers to engage with scents in a new way. Shoppers will also be able to get expertise and guidance with a personalised consultation from Boots’ Fragrance Specialists.  

In addition to the store opening, Boots has also revealed a dedicated Fragrance Hub on Boots.com and the Boots App, making the fragrance world more accessible to the retailer's shoppers. The hub will feature exclusive content, inspiration and brand stories.  

Chelsey Saunders, Director of Fragrance, says: “Fragrance is deeply personal and with our new boutique we’re creating an experience that goes far beyond the traditional beauty counter.  

“We’re proud to bring together some of the world’s leading luxury fragrance houses alongside visionary niche and independent brands, giving them a platform to share their creativity and craftmanship. 

“By combining our first-ever boutique with nationwide access through Boots.com, we’re making the world of fine fragrance more inclusive and accessible than ever before, offering choice, expertise and inspiration both instore and online,” adds Saunders. 

The launch comes as the UK fragrance industry continues to grow and is expected to surpass £2 billion by 2029.