Jo Malone London, a fragrance brand, is set to expand its presence in the UK with plans to open at least a dozen new stores outside of London in the next few years, The Financial Times reported.
This move comes as the brand anticipates a resurgence of customer interest in physical shopping experiences post-Covid-19 and demonstrates confidence in the vitality of high streets beyond the capital.
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The company aims to increase its current portfolio of 37 stores to 45 by mid-2025 and looks to expand the store count to up to 51 by the following year.
Jo Malone London, the sixth-largest fragrance company globally by market share, is focusing on market towns including Wilmslow, Farnham, Market Harborough, Leamington Spa, and Chichester for its expansion, according to the news publication.
Sold to Estée Lauder in 1999 by its namesake founder for an undisclosed sum, Jo Malone London is renowned for its distinctive perfumes, scented candles, and signature beige and black branding.
The brand’s commitment to physical retail contrasts with the trend of other retailers abandoning high streets or collapsing due to high operational costs and intense competition from online marketplaces.
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By GlobalDataJo Malone senior vice-president and global general manager Jo Dancey was quoted by the publication as saying: “We are committed to physical investment. There was a level of pause though Covid . . . [but] we always believed [physical retail] was coming back, and now we’re full force into the investment.
“People are more local than they’ve ever been before, and that is something that we’re tapping into. We’re also going to spaces where there isn’t necessarily another retailer.
Dancey stated that trading had picked up in recent weeks after “we had to hold our breath in November” as people shop later for Christmas. Some consumers have also been trading down to smaller perfumes and candles and “little luxuries.”
Jo Malone’s popular fragrances include Lime, Basil & Mandarin and Pomegranate Noir colognes.
