Shaftesbury Capital has announced that Creed, the luxury authentic perfume house, has opened its flagship store in Covent Garden, unveiling its new store design and third standalone boutique in the UK. Situated on 14 King Street, the new store joins the destination’s extensive roster of acclaimed fragrance and beauty houses.

Dedicated to the creation of highly original artisan fragrances, heritage brand Creed has garnered a reputation as one of the world’s leading perfume houses, boasting a legacy of high-quality, authentic scents. Creed Covent Garden continues the brand’s commitment to ultra-luxury, showcasing its collection of iconic, handcrafted fragrances made from a range of exquisite ingredients. The 365 sq ft flagship boasts a new, unique store design concept, marking a first of its kind and third standalone boutique in the UK. Presenting its most extensive product range yet, including rare exclusives, Creed Covent Garden is complete with a welcoming service area which offers bottle engraving, gift-wrap ribbon personalisation, and leather monogramming.

Michelle McGrath, Executive Director, Shaftesbury Capital, commented: “Creed’s innovative and timeless approach to perfumery is a leading example of the calibre of brands we always seek to attract to the destination. Covent Garden’s carefully curated blend of internationally renowned and independent concepts continues to make the destination stand out across the market, and we look forward to seeing the bespoke King Street flagship boutique flourish amongst our strong tenant line-up.”

Sarah Lynn, Managing Director at Creed UK added: “Like Creed, Covent Garden has a rich heritage and legacy, so it has always been a destination of choice for us. We are so thrilled to have established our flagship boutique amongst the very best names in retail and look forward to introducing a truly luxurious shopping experience with our largest array of hand-crafted fragrances yet, to a brand-new audience.”


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May 2024 issue

2024 A1 Buyers Guide