Jo Malone promotes Premier Boutique opening on London's Regent Street

British fragrance house Jo Malone was promoting its new flagship store on London's Regent Street due to open in November  by hiring a number of models (Fred, Freddy and Carlo) to give away free chocolates to an enthusiastic crowd passing by.  Expectedly the new store at 101 Regent Street is to stock the brand's range of scents, candles, bath and body care products.  Not long to wait now.

Jo Malone promotes its new premium store with chocolates and scented cards.

According to Jean-Guillaume Trottier, global general manager of Jo Malone London, the flagship store will also offer exclusive services and products and will also host consumer events.  The move is part of a planned series of openings, including new boutiques in Cheltenham, Bluewater, St Andrews and St Pancras, that will take the number of UK stores to 57.

Model posting with Jo Malone boxes used as props on Regent's Street.
Photos by Lucia Carpio for My Fashion Connect.

“The opening of our inaugural Global Premier Boutique is an important moment in the brand’s long term vision and naturally our first will put down roots in our home city of London," said M. Trottier in an interview with The Retail Bulletin recently.
“Our new boutique on Regent St will be a global brand destination offering unique services, events and limited edition customisation as well as the return of some of our most loved scents housed in an exclusive fragrance library.”

Katerina Mercury, asset manager for The Crown Estate, which manages Regent Street on behalf of the Regent Street Partnership, said: “Jo Malone London’s Global Premier Boutique is another great first for Regent Street shoppers. The brand has all the essence of Regent Street, namely quality, heritage, style and success, and when open it will significantly enhance our retail offer.”