Jo Malone London refits at St David’s in Cardiff

Brand revamps and adds tasting bar to future proof store

The St David’s Partnership, owners of St David’s in Cardiff, has announced the launch of a revamped store for perfume brand Jo Malone London within the centre.

The British brand’s new-look 1,201 sq ft boutique has added a dedicated ‘Tasting Bar’ which invites customers to indulge in relaxing hand or arm massages, as well as personalised fragrance profiling from Jo Malone London stylists.

With the addition of brand-new event space capabilities and an allocated customer ‘lounge’ area, Jo Malone London hopes to future proof its Cardiff store, catering to the growing demand for a tailored lifestyle approach in high-end retail.

Speaking on behalf of the St David’s Partnership, Colin Flinn, intu’s regional managing director, said: “Experiential elements are increasingly important in the beauty industry, and Jo Malone London’s store re-fit is testament to the St. David’s offer as a key UK destination for lifestyle brands.”

A spokesperson from Jo Malone London, added: “Our refurbished Cardiff boutique gives customers the chance to delve deeper into our brand story, engage their senses and find their signature scent, all within an environment geared towards the demands of modern consumers, and alongside so many other leading international retailers.”

JLL  and Cushman & Wakefield advised St David’s Partnership. Jo Malone dealt direct.

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