The Perfume Shop and Deliveroo are celebrating the success of their first retail partnership, with plans to extend the service to further locations.
Eau De-Liveroo x The Perfume Shop, launched in July 2024 to mark the arrival of The Perfume Shop on the Deliveroo app across the UK. It followed research which revealed half (47%) of UK consumers have forgotten to wear or pack their perfume when heading out, leaving them feeling annoyed (24%), unprepared (18%).
During peak periods, the partnership achieved in-store sales in 21 locations covering London, Manchester, Bristol, Birmingham, Leeds, Glasgow and Edinburgh. With over 1,000 perfumes available for quick delivery, the partnership has proven particularly popular during key shopping seasons over Black Friday and throughout December.
On 31 January 2025, the Milton Keynes store was introduced onto Deliveroo, and there are plans to continue rolling out additional locations on Deliveroo over 2025 so more consumers can order perfumes on demand.
Gill Smith, managing director at The Perfume Shop, commented: “The success of our partnership with Deliveroo is a testament to the growing demand for seamless, on-demand shopping experiences”.
“We’re thrilled to see the strong performance since launch and we look forward to further enhancing our customers’ shopping experience with the launch of new stores and exciting promotions.”
Deliveroo introduced a ‘Shopping’ section on its app, enabling consumers to purchase from categories such as toys, DIY, electronics and beauty, at the end of 2023.
Suzy McClintock, VP for new verticals at Deliveroo, added: “At Deliveroo, we’re proud to be a partner for growth, enabling businesses like The Perfume Shop to reach a whole new group of customers through our platform.
“This successful partnership has not only driven sales but is also helping reshape the way customers shop by offering fast, on-demand delivery of over 1,000 fragrances across the UK. We’re excited to continue expanding in 2025, ensuring that more people can enjoy the convenience of shopping with Deliveroo.”
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