Heaven Scent: Jo Malone London invests in St David’s Cardiff re-fit

The St David’s Partnership, owners of St David’s in Cardiff, one of the UK’s premier retail and leisure destinations, has announced the launch of a revamped store for the globally renowned perfumer, Jo Malone London, within the centre.

The quintessentially British brand’s new-look 1,201 sq ft boutique is situated at 49 The Hayes. Designed in-house, the store update focuses on a dedicated ‘Tasting Bar’ which invites customers to indulge in relaxing hand or arm massages, as well as personalised fragrance profiling from Jo Malone London stylists.

With the addition of brand-new event space capabilities and an allocated customer ‘lounge’ area, Jo Malone London has sought to future proof its Cardiff store, catering to the growing demand for a tailored lifestyle approach in high-end retail. This service-focused re-fit follows the launch of the John Lewis ‘Beauty Society’ at St David’s, which similarly recognises the importance of personalised customer service for beauty products.

Speaking on behalf of the St David’s Partnership, Colin Flinn, intu’s regional managing director, said: “Experiential elements are increasingly important in the beauty industry, and Jo Malone London’s store re-fit is testament to the St. David’s offer as a key UK destination for lifestyle brands.”

A spokesperson from Jo Malone London, added: “We are delighted to be able to bring our updated store format to St David’s, offering our customers the personalised service that has become synonymous with our brand. Our refurbished Cardiff boutique gives customers the chance to delve deeper into our brand story, engage their senses and find their signature scent, all within an environment geared towards the demands of modern consumers, and alongside so many other leading international retailers.”

JLL  and Cushman & Wakefield advised St David’s Partnership. Jo Malone dealt direct.

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