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New store concept for The Perfume Shop

The Perfume Shop has launched a new store format with its latest branch opening, in Sheffield.

The retailer describes the store, designed by an in-house team, as its first experiential outlet. It says the store offers “… a creative and innovative experience, unparalleled expertise and the full collection of perfumes”.

Located in Meadowhall, the store features interactive areas including a central ‘play’ table for customers to try out merchandise via a perfume wheel with scented sensors that engages the senses of touch and feel as well as that of smell.

Scented funnels attached to iPads will help shoppers discover their favourite fragrances.

A personalisation area will enable customers to decorate their purchases with a range of stones, gems, ribbons, bows, and charms. Bottles can also be engraved with names or messages.

An ‘Instagrammable’ chandelier – made of recycled perfume bottles – highlights the store’s bottle recycling service.

“The store experience encourages customers to browse perfume in a new, innovative, interactive way putting our expert’s knowledge at the forefront, with technology and fun at the core of the sensual experience,” says The Perfume Shop managing director Gill Smith. “We can’t wait to welcome our loyal and new customers and help them to reminisce and evoke their love of perfume.”