Niche perfumer Nicolaï to open in Marylebone

By

Sandra Halliday

Published
Feb 7, 2019

French perfumer Nicolaï will open a store in London’s Marylebone district this spring with its boutique perfumery landing at number 9 New Quebec Street in May.

The company said the store will bring a “wide collection of specially curated fragrances to the independent fashion and dining destination,” which is part of The Portman Estate.

In addition to perfumes, it will offer a selection of home fragrances and bath products.

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The brand, which was created by perfumes royalty - Patricia de Nicolai, who’s the great-granddaughter of Guerlain founder Pierre-François Pascal Guerlain - focuses on high-end products made from raw materials sourced in southern France’s (and the world’s) perfume capital, Grasse. The products are all created in the brand’s Paris laboratory.

It’s a strong back story for the brand as it opens in an area known for its premium and luxury shops with a focus on smaller brands and niche labels that all have a story to tell.

The brand was co-founded by de Nicolai and her husband Jean Louis Michau and it really is a family business with her son Axel de Nicolai being general manager. 

He said of the new opening: “We wanted to find a destination with a neighbourhood charm that champions independents. New Quebec Street does this and is the perfect location. Opening our perfumery in Marylebone is a very exciting step for our brand that will allow us to introduce our unique fragrances to new customers.”

The brand currently has seven other boutiques in key Paris locations such as the Trocadéro and Le Marais, as well as in Dubai. In London, its products have only been stocked at Fortnum & Mason so far.

Philip Norris, Head of Retail at The Portman Estate, said: “New Quebec Street is home to an impressive mix of owner-operated independent boutiques and eateries that deliver a real sense of community. Nicolaï’s unique family heritage, and selection of fragrances will complement the existing offer on the street.”