The Perfume Shop

The Perfume Shop is a United Kingdom perfume retailer founded in 1992. The company was acquired by the world's largest health and beauty retailer, A.S. Watson Group in 2005. The company is based in High Wycombe, Buckinghamshire, with a distribution centre in Dunstable. It is the second largest fragrance retailer in the UK.[2]

The Perfume Shop
TypeSubsidiary
The Perfume Shop
IndustryRetail
Founded1992
Headquarters
High Wycombe, Buckinghamshire, UK
Number of locations
269 (2016)
Area served
UK & Ireland
Key people
  • Gill Smith (Managing Director)
  • Peter Mcnab (CEO Health & Beauty UK)
  • Dominic Lai (Group Managing Director)
ProductsPerfume, Aftershave, Fragrance
OwnerA.S. Watson Group
Number of employees
1400 (2010)[1]
ParentCK Hutchison Holdings
Websitehttp://www.theperfumeshop.com/
The Perfume Shop, Southside Wandsworth, London

History

The Perfume Shop started in 1992. When bought by Merchant Retail Group plc in 1991, it was originally called EauZone. Eauzone had six stores but three were closed down immediately, with only Guildford, Portsmouth and Basingstoke being retained. That year, The Perfume Shop also opened in Meadowhall, Sheffield and The Glades Shopping Centre, Bromley (now Intu). Typically, The Perfume Shop trades from smaller shops than many other retailers and they averaged 400 square feet. Half of their sales came in the six weeks before Christmas. It became a classic brick and mortar operation with both high street shops and a website.

As of 2018, The Perfume Shop was one of the UK's Top50 retailers. The company began using machine learning in their online reviews with a review and customer insight company known as Feefo.[3]

The Perfume Shop was awarded Online retailer Of The Year since 2019[4] and was ranked 47th in Best New Retail Concept Stores in the World in 2020[5] by providing seamless O+O (online and offline) customer experience.[6]

The Perfume Shop @ Superdrug

Since 2010, it has operated a shop in shop concept at Superdrug stores. The project was initially trialled with 11 stores including Aylesbury, Milton Keynes, Bury, Glasgow, and Westfield London.

Rewards Club

In September 2011, it launched a loyalty card scheme named ‘Rewards Club’.

References
  1. "Perfume – Fragrance – Gift Sets – The Perfume Shop" (PDF). www.theperfumeshop.com.
  2. "Perfume Brands | The Perfume Shop | The Perfume Shop". www.theperfumeshop.com. Retrieved 2018-10-14.
  3. "The Perfume Shop and Iceland deploy machine learning in online reviews". InternetRetailing. Retrieved 2018-10-14.
  4. "The Fragrance Foundation Awards Finalists 2020 | Fragrance Foundation Awards". www.fragrancefoundationawards.com. Retrieved 2021-01-26.
  5. "47 Best New Retail Concept Stores in the World". Insider Trends. 2019-10-09. Retrieved 2021-01-26.
  6. Gillil, Nikki (2020-11-03). "How fragrance brands are engaging customers and driving sales amid pandemic challenges". Econsultancy. Retrieved 2021-01-26.


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