The Perfume Shop launches new retail design concept at Westfield Stratford City

The Perfume Shop has chosen London’s Westfield Stratford City Shopping Centre for the opening of its new flagship store. Designed by in-store specialist arken P-O-P International, the next-generation retail design concept aims to provide a more intimate brand experience for shoppers. Building on the existing store design, the new concept focuses on the buying experience for perfume with every little detail in the shop, revealing an ‘open sell’ approach that uses a range of quality materials in the way product is presented to elevate the retailer’s in-store ambience – creating a clean, premium and personalised shopping experience. Shoppers visiting the new store will see a number of new features including open access to product testers, with shoppers now able to access all products and testers prior to purchase. Plus a new Perfume Expertise area where customers can enjoy a personalised digital consultation, discussing their requirements with staff to find their perfect scent, using The Perfume Shop’s own tablet programme. The Perfume Shop’s Managing Director Jo Walker, commented: “This is a bright new retail concept for the brand that aims to give today’s perfume shoppers the experience they are looking for when buying branded products. Strengthening our retail presence from every aspect, it gives us a fantastic opportunity to show the best of The Perfume Shop and our extensive product range in a way that includes shoppers in the concept, letting them become more a part of the experience.”