Perfumery Jovoy has opened a store on London’s Conduit Street. The store is the brand’s second directly operated location outside, the first is the Paris flagship.

It will host its own-brand and other high-end niche perfumes. The business trades from two floors, just under 1,900 sq ft, via a ground floor and basement.

Jovoy is part of the Fragrance de Bois Group, founded in 1923, and has built a reputation for sustainably sourced and organic ingredients.



The brand has looked to build experience into the fabric of the Mayfair location. In situ, this means a space dubbed the  “cigar room”, which enables visitors to view rare scents and bottles and to understand some of the ingredients that go into the own-brand Oud-based scents. There is also a courtyard tearoom in the basement and a perfume testing bar, featuring a scent delivery method inspired by the world of wine.

The Jovoy store features an assortment of 40 brands and it aims to host 17 that are exclusive to the London boutique.

West End Ward

21 Conduit St, Mayfair, London W1S 2XP, UK