Creed in Covent Garden opening for third UK standalone

By

Sandra Halliday

Published
Nov 20, 2023

London is clearly an important market for Creed — the heritage luxury perfumer that Kering acquired earlier this year — with the brand having opened a boutique in Covent Garden, adding to the already extensive high-end beauty offer in the neighbourhood. 

Completing a triangle of stores for it in key West End locations (the other two are on high-traffic Regent Street and luxury enclave Mount Street), the new boutique is a flagship at 14 King Street, adjacent to the tourist magnet Piazza.

It features the brand’s new store design, a “unique concept, marking a first-of-its-kind and third standalone boutique in the UK”. 

And it presents the label’s most extensive product range yet, “including rare exclusives”. 

The store has a “welcoming service area”, which offers bottle engraving, gift-wrap ribbon personalisation, and leather monogramming.

Why Covent Garden? Creed UK’s MD, Sarah Lynn, said: “Like Creed, Covent Garden has a rich heritage and legacy, so it has always been a destination of choice for us.”

And Michelle McGrath, Executive Director at Covent Garden landlord Shaftesbury Capital, added: “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.”

Its arrival complements the area’s distinct line-up of global and British premium fragrance brands, including Aēsop, Diptyque, Guerlain, Jo Malone London, Le Labo, Miller Harris, Parfums de Marly and Penhaligon’s. As well as that, the wider beauty offer in the Piazza includes Chanel and Tom Ford, turning it into something of a beauty hub.

The news of Creed’s boutique opening follows a number of flagship announcements within Covent Garden, including Canadian high-performance outdoor apparel brand, Arc’teryx, which is set to open its 8,000sq ft space early next year, as well as footwear, apparel, and accessory brand Hoka, which recently opened on James Street. Marc Jacobs also has a pre-Christmas pop-up there. Featuring accessories, it’s the label’s first UK pop-up.