French fragrance house Initio Parfums Privés has become the latest beauty brand to choose Covent Garden for a key store opening as the Shaftesbury Capital-owned neighbourhood continues its run of upscale beauty debuts.
It’s the brand’s first standalone store in the UK and covers 246sq ft in Covent Garden’s famous Market Building. This opening follows on from the success of its retail concessions in department stores such as Selfridges and Harvey Nichols.
The 11-year-old Paris-based brand is known for its ‘functional fragrances’, aka ‘neuroscents’, “created to positively influence emotional wellbeing, having collaborated with DSM-Firmenich to design scientifically-supported scents”.
CEO Patrice Béliard (who’s also CEO of Parfums de Marly) highlighted that the opening comes on the back of “the exceptional performance of Parfums de Marly in the UK”, as well as Initio’s concessions. He added that the new store “will provide our customers with a more in-depth and elevated experience and with Covent Garden’s impressive luxury beauty line-up, we’re in fantastic company”.
That company includes Parfums de Marly itself, which recently upsized and relocated to James Street for a much larger presence in the area; as well as Byredo, which opened a second store in Covent Garden following the success of its Seven Dials space and Maiere Premiere, which launched its debut UK flagship location on King Street in February.
