The Anticipated ‘Return To Retail’


Monday 12th April saw the much-anticipated reopening of non-essential retail in stores across England, with stores in Scotland re-opening on 26th April and Northern Ireland on the 30th April. Our dedicated Fragrance Consultants were delighted to return to work and are very much looking forward to welcoming customers back to store as lockdown restrictions are cautiously eased in line with the government roadmap.

“It has been an invigorating time for us since reopening on the 12th of April.  The excitement of seeing customers again, along with the new launches we have instore, really feels like the world is coming back to life, and the centre of our world is the Creed Boutique on Mount street.”

Lee-Ann McCall, Boutique Manager of our Creed Boutique in Mayfair

As we reopen, following the third national lockdown, the health, safety & wellbeing of our team members and customers remains our top priority as we navigate through the pandemic. All necessary precautions have been taken to create a ‘safe space’ for our customers in store and our consultants are on hand to provide comfort, reassurance, and of course excellent fragrance advice. At the Creed Boutique, we have ensured a safe and comfortable shopping environment for all our wonderful customers and our boutique team, continuing to adhere to the safety regulations. To maintain social distancing measures instore, we have limited the number of walk-ins at any given time as well as operating a socially distanced queue outside for any guests that wish to enter the store.

Throughout the period of store closures, our non-retail teams have been working hard on developing some new initiatives that continue to offer our luxury services to our customers within the safety of COVID regulations. At the boutique, we have introduced bookable one-hour appointments for up to 2 people (from the same household) in our luxurious private consultation suite. This exquisite, personalised experience provides the perfect opportunity for customers to discover their next signature scent within the private company of our boutique consultants, whilst still adhering to government restrictions and shopping in a safe yet luxurious environment. Taking place in the exquisite lower ground floor of the Creed Boutique on Mount Street, Creed fragrance experts guide their clients through an immersive scented experience within the utmost privacy.

Harrods, Knightsbridge

Selfridges, Birmingham

John Lewis, Cardiff

Fenwick, Newcastle

On top of all these changes in-store, the Orange Square head office team have worked to launch an online virtual consultation service for Creed customers who cannot yet come into the store. Our Creed boutique fragrance experts host customers over video call to help them find the fragrance best suited to them with a sample set of choice sent to their home, ahead of their appointment. This private one-hour consultation brings a touch of luxury to the home for customers and brings to life the in-store experience for those who are not yet comfortable to step back onto the high street. Making both a spectacular gift or moment of fragrance exploration for both new and existing customers, this new service has allowed Creed to provide a luxury omni-channel and personalised retail experience for customers throughout the pandemic.

Every decision we, at The Orange Square Company, have made and will continue to make, will be guided by our principal commitment to the long-term safety of our customers, our fragrance brands and our staff working across the UK. It goes without saying that the past year has been an extremely challenging time for luxury retail worldwide, but it has also provided opportunity to take a step back and understand how we can improve both our in-store and online services to move towards an ever-brighter future of luxury fragrance within the UK. We have been thrilled to welcome customers back into both our partner stores and our Creed Boutique, whether it be it just popping in or attending a pre-booked appointment, and we will continue to support customers in virtually joining us instore as we transition into this next stage of relaxed restrictions. We are confident that the processes put in place in both our own boutique and in our partner department stores, will ensure customers enter a safe and inviting space and we look forward to the what the future holds for the luxury fragrance market.  

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