Jovoy opens fragrance boutique in London

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Jul 24, 2017

Parisian fragrance house Jovoy continues to expand internationally by opening a store in London's Mayfair district. The Jovoy fragrance boutique is specialised in rare scents, and is located at 21 Conduit Street, the same street home to the Vivienne Westwood store. The boutique's interiors reflect the fragrance house's design style, with stone pillars and a vaulted ceiling, carmine red with black accents the predominant hues, and vintage wooden furniture to showcase the products.

Pride of place goes to an ancient table on which rest a series of golden bells which display selected perfumes. "By looking at the picture, you could almost mistake London for Paris!" said Céline Lepeu, the manager of Jovoy's Paris store. As in Paris, Jovoy customers will be able to choose from 40 different brands (among them Frapin, Olfactive Studio and Parfum d'Empire) and 400 products. A special feature of the London's store is instead the glass-panelled display room for exceptional bottles and rare scents.

The Mayfair store is Jovoy's second directly operated retail outlet after Paris. The Parisian fragrance house, which was founded in 1923 by Blanche Arvoy and acquired in 2006 - after forty years of inactivity - by François Hénin, does however operate five franchised stores, one in France (Le Mans) and four in the Middle East, between Doha and Tehran. Jovoy will take part in the Pitti Fragranze show on 8th-10th September in Florence, and in early September will also open two stores in Dubai.