The concept is the first of its kind for the travel retail company and will feature a number of perfumes from some of the top global fragrance houses, such as Bulgari, Lalique, Amouage, Annick Goutal, Van Cleef & Arpels, Elie Saab, Salvatore Ferragamo and Miller Harris.
The move expands the company’s fragrance reach, particularly at a time when travel retail is experiencing growth.
Travel retail growth
The market for this entire segment caters to 2.4 billion international travellers currently, with the airport segment alone estimated to reach a $100 billion market in the next ten years.
The beauty segment, comprising of fragrances and cosmetics, contributes 30% of the total travel retail sales.
“T5 is becoming the designer shopping destination with a growing luxury shopper profile,” says Justine Kennedy, category buying manager for fragrance in the UK at WDFG.
“Our unique concept provides an exciting platform for fragrance houses to showcase their most premium ranges targeted at consumers from around the world with a passion for the finer things in life.”
Not on the high street
According to Kennedy, the fragrances on display contain rare and sought-after ingredients such as ambergris, oud, musk and sandalwood, which she says will attract shoppers looking for something unique that can’t be purchased on the high street.
“The area is incredibly brand-versatile and completely interchangeable, allowing for different ranges and even entirely different brands to be displayed throughout the year,” adds Kennedy.
“In the next twelve months we expect to see many more high-end perfume brands using our designer fragrance area to showcase their premium and limited-edition lines.”
Taking centre stage in the designer fragrance area is Bulgari’s Le Gemme Collection, a range of six bottles inspired by precious gemstones used in the designer’s bespoke jewellery. The only other retailer in the UK that this is available is Harrods.