Shaftesbury Capital has announced that French perfumery Essential Parfums will open its UK debut and first standalone store outside of France, at Soho’s 37 Beak Street in early October.
Founded in Paris in 2018 by Géraldine Archambault, Essential Parfums has since established itself as one of the most compelling options in contemporary perfumery.
The new 795sq ft store will showcase the brand’s luxurious range of distinctive fragrances, created in collaboration with renowned perfumers including Calice Becker, Quentin Bisch and Nathalie Lorson. Taking inspiration from Parisian apartments and its French boutiques, the store will feature a minimalist aesthetic that places the focus firmly on the fragrances, which also includes collection of luxurious candles, hair and body mists and hand creams, offered at accessible price points.
Essential Parfums’ offer complements Soho’s mix of beauty, lifestyle and premium fashion brands, next door to Grown Alchemist and on a street that also has Aesop and Le Labo, alongside Ganni and Alohas. As one of London’s most influential retail and cultural districts, Soho is renowned for its broad appeal to locals and tourists valuing craftsmanship and discovery, aligning seamlessly with Essential Parfums’ approach to modern fragrance.
William Oliver, Director of Retail and Restaurant Leasing at Shaftesbury Capital, said: “Securing another UK debut is testament to the strength and appeal of our Soho portfolio, given its global status and revered collection of international brands. Essential Parfums feels like a natural fit for the neighbourhood and being just around the corner from Carnaby Street, it joins a neighbourhood built on creativity, discovery and premium experiences. Introducing the brand’s first standalone store outside of France allows us to extend Soho’s truly distinctive retail offer, complementing Beak Street’s character and again adding something our visitors cannot experience anywhere else.”
