Creed has opened a new boutique in Covent Garden at 14 King Street, adjacent to the tourist magnet Piazza. It features the brand’s new store design, a “unique concept, marking a first-of-its-kind and third standalone boutique in the UK”. And it presents the label’s most extensive product range yet, “including rare exclusives”.
The store has a “welcoming service area”, which offers bottle engraving, gift-wrap ribbon personalisation, and leather monogramming. Creed UK’s MD, Sarah Lynn, said: “Like Creed, Covent Garden has a rich heritage and legacy, so it has always been a destination of choice for us”.
Its arrival complements the area’s distinct line-up of global and British premium fragrance brands, including Aēsop, Diptyque, Guerlain, Jo Malone London, Le Labo, Miller Harris, Parfums de Marly and Penhaligon’s. As well as that, the wider beauty offer in the Piazza includes Chanel and Tom Ford, turning it into something of a beauty hub.
The news of Creed’s boutique opening follows a number of flagship announcements within Covent Garden, including Canadian high-performance outdoor apparel brand, Arc’teryx, which is set to open its 8,000sq ft space early next year, as well as footwear, apparel, and accessory brand Hoka, which recently opened on James Street.