Fragrance Shop to open 100 more stores within three years

An artist's impression of the new Fragrance Shop headquarters

Trafford Park-based The Fragrance Shop plans to open 100 more sites over the next three years, it was announced today (July 13).

The chain currently operates from more than 220 stores, but it has confirmed plans to boost its portfolio by 100 additional stores, which includes a roll-out of beauty stores and stores dedicated to niche fragrance, as well as to the traditional fragrance shop.

It said this demonstrates its commitment as an established retailer to physical stores.

The Fragrance Shop, which showcases more than 150 fragrance brands and in excess of 100 beauty brands in its stores, has appointed real estate advisor, CBRE, to assist it on its store expansion programme across the UK and Ireland.

Kam Birk, The Fragrance Shop property director, said: “Consumers still love the experience of shopping in store for fragrance.

“Stores remain a priority within our innovation and growth strategy both domestically and internationally.

“As we widen our reach to include independent beauty stores and stores dedicated to niche fragrance, working in partnership with CBRE will accelerate our plans.”

Following extensive investment into the company’s infrastructure, The Fragrance Shop will focus on acquiring sites in prime town centre locations, retail parks and outlet centres, with a preferred area of around 650 sq ft with prominent store frontage.

CBRE will work with joint agent Hynes Illingworth on the new store acquisitions.

Nik McCarthy, director, UK retail at CBRE, said: “The Fragrance Shop’s commitment to physical retail comes at a time of much needed confidence for the sector and solidifies just how important the store is to the overall retail strategy.

“We look forward to identifying well placed, high quality sites for our client and assisting them in this next phase of their expansion.”

In January this year The Fragrance Shop revealed it had enjoyed a bumper Christmas period driven by online performance, with overall sales rising 38% in the six weeks to January 1, 2022, compared with the same period in 2019.

During 2021, The Fragrance Shop launched its own new live shopping channel called TFS Live where customers can meet its fragrance experts and beauty pros in live sessions. It also became one of the first fragrance retailers to partner with TikTok.

The retailer confirmed it will move from its current HQ in Acheson Way, to a new central office and fulfilment centre at Metro 190, in Trafford Park, this summer.

At more than 190,000 sq ft, the new site is five times bigger than its existing premises and includes warehousing and office space.

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