The Perfume Shop

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The Perfume Shop
Traded asThe Perfume Shop
Number of locations
269 (2016)
Area served
UK & Ireland
Key people
Gill Smith (Managing Director), Domanic Lai (Group Managing Director)
ProductsPerfume, Aftershave, Fragrance
OwnerA.S. Watson Group
Number of employees
1400 (2010)[1]
ParentCK Hutchison Holdings
The Perfume Shop, Southside Wandsworth, London

The Perfume Shop is a United Kingdom perfume retailer founded in 1992. The company was acquired by the world's largest health and beauty retailer, A.S. Watson Group in 2005. The company is based in High Wycombe, Buckinghamshire, with a distribution centre in Dunstable. It is the second largest fragrance retailer in the UK.[2]


The Perfume Shop started in 1992. When bought by Merchant Retail Group plc in 1991, was originally called EauZone. Eauzone had six stores but three were closed down immediately, with only Guildford, Portsmouth and Basingstoke being retained. That year The Perfume Shop also opened in Meadowhall, Sheffield and The Glades Shopping Centre, Bromley (now Intu). Typically The Perfume Shop trades from smaller shops than many other retailers and they averaged 400 square feet. Half of their sales came in the six weeks before Christmas. It became a classic brick and mortar operation with both high street shops and a website.

As of 2018, The Perfume Shop was one of the UK's Top50 retailers. The company began using machine learning in their online reviews with a review and customer insight company known as Feefo.[3]

The Perfume Shop @ Superdrug[edit]

Since 2010, it has operated a shop in shop concept at Superdrug stores. The project was initially trialled with 11 stores including Aylesbury, Milton Keynes, Bury, Glasgow, and Westfield London.

Rewards Club[edit]

In September 2011, it launched a loyalty card scheme named ‘Rewards Club’.


  1. ^ "Perfume - Fragrance - Gift Sets - The Perfume Shop" (PDF).
  2. ^ "Perfume Brands | The Perfume Shop | The Perfume Shop". Retrieved 2018-10-14.
  3. ^ "The Perfume Shop and Iceland deploy machine learning in online reviews". InternetRetailing. Retrieved 2018-10-14.

External links[edit]