Harvey Nichols unveils redesigned Fragrance Room

By

Barbara Santamaria

Published
Feb 26, 2020

Harvey Nichols in Knightsbridge is giving more store space to a product category that is harder to sell online - fragrances.

The luxury retailer has doubled the size of its Fragrance Room, unveiling a 1,600 sq ft destination that is home to more than 100 prestige brands. 

Dedicated areas feature boutiques from Creed, Maison Francis, Serge Lutens and Kilian, while a sensory fragrance wall invites customers to discover new scents.

In the age of experience-led commerce, the retailer has not forgotten to include a programme of interactive events for fragrance addicts, such as workshops and meet and greets with brand founders and perfumers. 

“Fragrance is a significant part of our business and since our 2016 ground floor refurbishment, we have outgrown the current area but are fortunate enough to move to a space double the size,” Jo Osborne, Harvey Nichols director of beauty and concessions told 
Cosmetics Business.

“The new department allows us to offer some of our bestselling brands an opportunity to create their own boutique space and the rest of the department to curate unique and fine fragrances from across the world, which we know our customers will love.”

The redeveloped Fragrance Room is expected to fully reopen in late March.