Initio Parfums Privés celebrates opening in Covent Garden

Shaftesbury Capital has announced that Initio Parfums Privés has opened in Covent Garden, marking the brand’s first standalone store.

Initio Parfums Privés has launched its first standalone boutique in the UK, in a 246 sq ft space in Covent Garden’s iconic Market Building, following on from the success of its high-end retail concessions in department stores such as Selfridges and Harvey Nichols. Founded in 2015, the French perfume house is known for its functional fragrances, or “neuroscents”, created to positively influence emotional wellbeing, having collaborated with DSM-Firmenich to design scientifically-supported scents.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, commented: “Our leasing strategy is focused on curating best-in-class brands that enhance the district’s global appeal, with beauty a key pillar for Covent Garden. The arrival of Initio Parfums Privés reinforces Covent Garden’s position as London’s leading luxury beauty destination, one we have carefully shaped, where a growing cluster of premium brands continues to drive strong demand and interest.”

Patrice Béliard, CEO of Initio Parfums Privés and Parfums de Marly, added: “The decision to launch our first UK standalone store in Covent Garden reflects both the success of our existing concessions and the exceptional performance of Parfums de Marly in the UK. The new Initio Parfums Privés store will provide our customers with a more in-depth and elevated experience, and with Covent Garden’s impressive luxury beauty line-up, we’re in fantastic company.”