We began this journey by opening 11 ‘Shop-in-Shop’s’ in 2010, which is the concept you can see on this page. The initial stages went very well and since 2010 a further 35 ‘Shop-in-Shop’s’ have opened. This project has been a huge success in supporting our objective to become a brand of choice and to open The Perfume Shop to customers that perhaps had not been aware of, or shopped with us before.