WDFG launches designer fragrance area in Heathrow Terminal 5 store

Bulgari’s Le Gemme Collection takes centre stage in the designer fragrance area

UK. World Duty Free Group (WDFG) has dedicated an area in its London Heathrow Terminal 5 store to niche, designer fragrances. The newly launched concept is said to be the first of its kind for the travel retailer.

Passengers travelling through T5 can now browse a huge range of perfumes from leading fragrance houses such as Bulgari, Lalique, Amouage, Annick Goutal, Van Cleef & Arpels, Elie Saab, Salvatore Ferragamo and Miller Harris – all within one curated boutique area. Collections range from £95 to £225 and up to £1,000 for luxury sets.

Expert consultants, trained in the notes and ingredients found in these premium fragrances, are on-hand to help customers find their desired perfume.

Taking centre stage in the designer fragrance area is Bulgari’s Le Gemme Collection, a range of six striking bottles inspired by precious gemstones used in the designer’s bespoke jewellery. Other than in World Duty Free’s Heathrow T5 store, Le Gemme Collection is available from only one other retailer in the UK – Harrods.

Other high-end lines include Salvatore Ferragamo’s Tuscan Scent and Tuscan Soul, and Elie Saab’s unisex haute couture range, La Collection des Essences.

“London Heathrow T5 is becoming the designer shopping destination with a growing luxury shopper profile,” said World Duty Free Group Category Buying Manager for Fragrance in the UK Justine Kennedy. “Our unique concept provides an exciting platform for fragrance houses to showcase their most premium ranges targeted at consumers from around the world with a passion for the finer things in life. The fragrances on display contain rare and sought-after ingredients such as ambergris, oud, musk and sandalwood, which will attract shoppers looking for something truly unique that can’t be purchased on the high street.

“The area is incredibly brand-versatile and completely interchangeable, allowing for different ranges and even entirely different brands to be displayed throughout the year. In the next 12 months we expect to see many more high-end perfume brands using our designer fragrance area to showcase their premium and limited-edition lines.”

The designer fragrance area concept is said to be the first of its kind for WDFG
Food & Beverage The Magazine eZine