Covent Garden’s Market Building gets a new signature scent as INITIO Parfums Privés opens first standalone store

Shaftesbury Capital has announced that INITIO Parfums Privés has opened in Covent Garden, marking the brand’s first standalone store and cementing Covent Garden’s status as a leading destination for luxury fragrance and beauty brands.

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. 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.

INITIO Parfums Privés joins an array of fragrance houses in Covent Garden, including Parfums de Marly, which recently upsized and relocated to James Street for a much larger presence in the area; Byredo, which opened a second store in Covent Garden following the success of its Seven Dials space; and MATIERE PREMIERE, which launched its debut UK flagship location on King Street in February.

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.”