​The Fragrance Shop to open flagship on Oxford Street

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The Fragrance Shop will open its newest flagship at 70-88 Oxford Street this summer.

The retailer plans to open more stores next year

The Fragrance Shop will open its 217th store in the UK on Oxford Street

The retailer said this is “a vote of confidence in Oxford Street’s future” in what will be its first store on the shopping street.

Year-to-date sales on Oxford Street are up 56% compared with 2021, aided by the Elizabeth Line, according to the New West End Company.

The 2,300 sq ft store will be the retailer’s first experiential shop and the 217th store in the country.

The Fragrance Shop’s chief executive officer, Sanjay Vadera, said: “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.

“Our flagship on Oxford Street – undoubtedly still the UK’s place to be – will be a defining moment for our business as we deliver a destination store that will give the customer an immersive retail experience.

“I want it to show the world that The Fragrance Shop is truly first for fragrance.”

Sarah Goldman, senior portfolio manager at Great Portland Estates, the estate agent for the deal, said: “We’re delighted to announce that The Fragrance Shop has chosen 70-88 Oxford Street to launch its first luxury concept store in London.

“This is a pivotal moment for the brand and we’re excited that their signing not only adds to our standout retail and social offering but also completes the leasing for the entire development, following the offices above fully let status.

“Combined with the increased footfall we are already seeing at Tottenham Court Road, our development provides a best-in-class destination in a prime location.”