Online delivery company Deliveroo has announced a partnership with UK specialist fragrance retailer The Perfume Shop to enhance its online retail offer: Deliveroo Shopping.  

The collaboration will enable customers to receive a wide range of perfumes and cosmetic products at their doorstep within approximately 25 minutes.  

The service is set to launch in the autumn of 2024, initially from 21 stores across UK cities including London and Manchester. 

The move comes as the fragrance sector in the UK has seen substantial growth, with sales in December 2023 surpassing £2bn - a 9.4% increase from the previous year.

Deliveroo has observed a significant surge in in-app searches for perfume, recording a 300% year-on-year increase.  

The figures indicate a rising consumer demand for on-demand fragrance delivery. 

Deliveroo Shopping commenced in November 2023, offering customers the convenience of sending gifts such as flowers. 

With more than 1,000 fragrances, The Perfume Shop's inclusion is expected to further enhance this gifting feature. 

The delivery company has been actively broadening its Deliveroo Shopping platform, adding partners including Screwfix and Ann Summers.  

The expansion into non-food items means that customers can now purchase products from DIY tools to homeware and gifts through the app. 

Deliveroo chief operating officer Eric French said: “We are really excited to be partnering with the UK’s largest fragrance retailer, The Perfume Shop, to offer their range of perfume products on demand.  

“We know people are using Deliveroo to send gifts to friends and loved ones as well as purchase fragrances for themselves, so this will be an ideal partnership for our customers. We look forward to welcoming more partners to Deliveroo Shopping as we continue to expand and enhance the convenience and variety we know our consumers love.”