تصویر :fashionnetwork.com
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London bound: Essential Parfums picks Soho to open first standalone outside France
Essential Parfums is to make its UK debut in early October with the Paris-based perfumery choosing London’s Soho to create its first standalone store outside of France
The Beak Street signing “reinforces the destination's position as the launchpad of choice for international, premium brands,” says landlord Shaftesbury Capital
The 795 sq ft store will showcase the brand's luxury range of fragrances, created in collaboration with well-known perfumers including Calice Becker, Quentin Bisch, and Nathalie Lorson
Taking inspiration from Parisian apartments and French boutiques, the store has a minimalist design “that places the focus firmly on the fragrances,” which also includes collections of candles, hair and body mists, and hand creams, “at accessible price points
Géraldine Archambault, co-founder and CEO of eight-year-old Essential Parfums, described the brand’s first standalone store outside of France as an “exciting new chapter… expanding into the UK market has been a natural next step for the brand, allowing us to share our approach to modern perfumery with a new community of fragrance enthusiasts
“Finding the right location was essential, and Soho offers the perfect environment to bring Essential Parfums to the UK, placing us in a high footfall destination with a highly engaged demographic, eager to discover new retail experiences
William Oliver, director of retail leasing at Shaftesbury Capital, said: “Securing another UK debut is testament to the strength and appeal of our Soho portfolio, given its global status and revered collection of international brands
“Essential Parfums feels like a natural fit for the neighbourhood, and being just around the corner from Carnaby Street, it joins a neighbourhood built on creativity, discovery, and premium experiences. Introducing the brand’s first standalone store outside of France allows us to extend Soho’s truly distinctive retail offer, complementing Beak Street’s character and again adding something our visitors cannot experience anywhere else
He notes Soho’s beauty offer continues to evolve following the arrival of Sephora’s new boutique flagship on Carnaby Street for a West End debut
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