Shaftesbury Capital has completed a series of lettings with luxury fragrance brands at Covent Garden.
Byredo is set to open a new 1,100 sq ft boutique in Covent Garden’s market building and will be joined by MATIERE PREMIERE, which has signed for a UK debut flagship store at 31 King Street.
Niche French fragrance house, Initio Parfums Privés, is also set to launch its first UK store at Covent Garden, moving into Parfums de Marly’s former 246 sq ft unit in the market building.
In addition, Parfums de Marly is upsizing and relocating to a 1,000 sq ft store at 31 James Street.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “Four exciting new fragrance brands have committed to Covent Garden, which speaks volumes about our role as the leading destination for luxury beauty in the UK, already home to a host of world-class fragrance houses and an epicentre where brands can launch, innovate, and thrive. We deliver unparalleled quality, and this is shown time and time again by prominent names in the industry continually choosing Covent Garden, as we continue to lead the way and curate a world-class beauty environment.”
Cédric Meiffret, co-founder and general manager of MATIERE PREMIERE, added: “Covent Garden has long been a location that embraces and celebrates innovation, creativity, and craftsmanship. There is no other place more suited to host our first UK flagship. This location will be an opportunity for clients to experience the direct link between the most beautiful natural raw materials and MATIERE PREMIERE fragrances, surrounded by the top labels within the luxury beauty industry.”
Julien Sausset, CEO of Parfums de Marly and INITIO Parfums Privés, said: “Our move to James Street echoes the sheer growth we’ve experienced at Covent Garden, and the loyalty we have built with landlord Shaftesbury Capital and the numerous visitors over the years. Our new space at James Street will allow us to elevate our customer experience even further and offer more services and ranges that reflect our heritage, opulence, and artistry. We are committed to being part of Covent Garden’s impressive luxury beauty line-up and look forward to seeing this grow even further.”
