The Fragrance Shop Unveils New Look at Eldon Square Flagship Store
The Fragrance Shop, the UK’s largest independent fragrance retailer, proudly announces the grand reopening of its newly refurbished Eldon Square store on 1st February 2025. Now spanning 1,200 sq. ft., this flagship location has undergone a major transformation, featuring a modernised shopfront, state-of-the-art digital screens, and interactive fragrance discovery technology, aligning with the brand’s latest retail format.
To celebrate, The Fragrance Shop will host an exclusive in-store event on 7th February, offering customers exciting giveaways, luxury experiences, and personalised shopping opportunities.
Located in one of the North East’s busiest retail hubs, the newly revamped Eldon Square store delivers a seamless and engaging shopping experience, featuring:
Striking digital enhancements, including an LED fascia installation, large-format window screens, and internal displays to elevate brand storytelling.
Cutting-edge interactive screens, enabling customers to explore fragrance notes, product details, and personalised recommendations.
Steve Brant, Regional Director at The Fragrance Shop, expressed his enthusiasm about the relaunch:
“Eldon Square is a key retail destination, and we are thrilled to unveil our newly refurbished flagship store. This transformation reflects our commitment to delivering an innovative, premium shopping experience while offering customers an extensive range of fragrances and personalised services. We look forward to welcoming Newcastle shoppers into our new-look store and providing them with the best in fragrance retail.”
To mark the occasion, The Fragrance Shop will host a celebratory in-store event on 7th February, where shoppers can enjoy:
A live DJ and complimentary prosecco.
200 complimentary goody bags for the first customers.
A ‘Spin the Wheel’ game, giving customers the chance to win full-size fragrances.
A special gift for the first 75 customers who make a purchase over £25, including a goody bag with samples, a Versace Eros and Dsquared2 fragrance mini, and a full-sized fragrance.
Luxury gifting services, including bottle engraving (£5 per bottle) and premium gift boxes (£5 or free for MyTFS members).
Fragrance Match consultations, offering expert recommendations tailored to individual preferences.
Eldon Square is one of four flagship stores undergoing major refurbishments as part of The Fragrance Shop’s nationwide investment strategy. Other upgraded locations include Oxford Westgate, White City, and Sheffield Meadowhall, all set to reopen by early February.
Kam Birk, Property Director at The Fragrance Shop, commented: “This investment marks a key milestone in our ongoing commitment to delivering an exceptional retail experience. We are excited to bring these major upgrades to our flagship locations, ensuring customers enjoy an enhanced shopping environment. These refurbishments are just the beginning—many more are planned throughout the year as we continue to innovate and lead the fragrance retail space.”
The Fragrance Shop’s investment includes a large-scale digital upgrade, featuring interactive retail technology and modernised aesthetics to create a premium, future-forward shopping experience.
