Boots Launches Its First Standalone Fragrance Store

A new scent destination lands in Broadgate, London.

Boots has officially opened the doors to its first standalone fragrance store — Boots Fragrance — in Broadgate Central, London.

Home to more than 400 fragrances from designer names to emerging favourites, the store has been designed entirely with discovery in mind. From interactive scent zones to expert-led consultations, every detail encourages shoppers to explore, play, and personalise their fragrance journey.

The experience goes beyond traditional retail, positioning Boots as a modern curator in the world of scent. Customers can navigate by mood, notes or occasion, while digital tools and fragrance finders help uncover new favourites that match individual taste profiles.

By separating fragrance into its own dedicated environment, Boots is signalling a renewed focus on sensory retail — where exploration, education and experience drive purchase intent. It’s a move that reflects a broader trend in beauty: as consumers seek more immersive, personalised ways to shop, the high street is responding with innovation and interactivity.

Boots Fragrance opened its doors on 23 October at Broadgate Central, London, marking a bold new step for the retailer and another example of how established names are reimagining brick-and-mortar to meet the expectations of today’s beauty consumer.