The Perfume Shop opens experiential store

The 31-year-old company has introduced a new layout and upgraded services including a digital screen, a personalised ribbon machine, as well as offering expert fragrance consultations, and complimentary gift wrapping. There’s also a recycling service where customers can drop off used perfume bottles to receive 15% off their next purchase. 

Additionally, from Friday, it will offer a free bottle of fragrance to the first 30 customers with any purchase over £60.

The company has been opening new stores in the UK with a focus on the experiential and has also been refitting its existing estate to introduce features like energy efficient LED lighting. 

It’s also using ISO14001-accredited contractors to ensure environmentally-focused waste management and when possible, is reusing existing materials and equipment as it works through its upgrade programme.

And the timing for the new location is particularly good as it’s a key moment to open the new store with Father’s Day this weekend that’s one of the biggest fragrance purchasing events of the year.