Niche and designer fragrances costing up to £1,000 ($1,500) are being supported with a new dedicated area at Heathrow Terminal 5.

World Duty Free Group has launched the concept – the first of its kind for the DF&TR retailer – with products ranging from £95 – £225 and up to £1,000 for luxury sets. They come from a range of luxury, designer and artisanal fragrance houses including Bulgari, Lalique, Amouage, Annick Goutal, Van Cleef & Arpels, Elie Saab, Salvatore Ferragamo and Miller Harris.

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 LVMH-owned Italian brand’s bespoke jewellery. WDF’s T5 store is the only UK location to have Le Gemme Collection apart from 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.

DESIGNER DESTINATION

“LHR T5 is becoming a designer shopping destination with a growing luxury shopper profile,” says WDFG’s Category Buying Manager for Fragrance in the UK, Justine Kennedy (left). “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, staffed by expert consultants, is brand-versatile and interchangeable, allowing for different ranges or entirely different brands to be added and removed 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,” adds Kennedy.