Australian skincare and fragrance brand aesopskincare is expanding and unveiling a new store on Regent Street in central London.
There are two doors inside: one leads to the Sensorium, which the brand describes as “an intimate space” where customers can sample the fragrances and even diffuse an item of clothing with their chosen Aesop scent by placing the garment on a hanger that’s sprayed and left to linger for a few minutes.The other door opens to the facial room, which is meant to emulate a cozy living room with soft furnishings complemented by muted timber and cork.
Each Aesop location is distinct and in character with its neighborhood, but in keeping with the brand’s minimalist design aesthetic. The Covent Garden store is a clinical white with a green, geometric pattern floor; the Soho shop takes a more brutalist approach with a gray color palette and an industrial feel.
The brand’s expansion doesn’t end on Regent Street. Aesop is preparing to open its first store in Shanghai in mainland China. No official date has been set yet because of the recent lockdowns in the country. Aesop operates 25 stores and nine department store counters in Asia, including Hong Kong, Seoul, Taipei and South Korea.Retail remains a success story for Aesop, generating 76.5 percent of total sales.
In 2021, Aesop’s mother company Natura & Co., the Brazilian cosmetics group, posted net revenue of $7.6 billion. The company also owns The Body Shop and Avon.
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