Argentinian fragrance house Fueguia 1833 has opened its first standalone London location.

The Mount Street gallery — the brand’s preferred term for its outposts — homes the entire Fueguia collection of 120 perfumes, as well as a first ever selection of its vintage scents. Prior to the opening, Fueguia could be found in the city exclusively at Harrods.

Located in high-end Mayfair, the gallery is the brand’s most “exclusive, intimate” boutique yet, according to France country manager Giuseppe Fedrighini. In an interview with The Business of Beauty, brand founder and CEO Julian Bedel shared the inspiration behind the location. “Our jewels are in focus on Mount Street, where you have all this density of rich people, as well as Middle Eastern customers, who are great customers of our base and exotic ouds,” he said.

“It’s also to have fun. I think that in London, we have a lot of perfume lovers,” he added.

Retail is truly crucial to Fueguia, accounting for 90 percent of sales. While its ecommerce earnings are up an impressive 80 percent year-on-year, Bedel notes those are mostly existing customers replenishing their stock. To woo new customers, brick-and-mortars are essential.

“It is very difficult to sell perfumes — a collection of 120 perfumes made with 1500 exotic plants — online,” said Bedel. “So the main focus is that experience in our galleries.”

The London boutique is set across two stories, with the vintage gallery on the first floor. Over the last decade, Bedel has set aside raw ingredients from a fragrance’s launch so that they may undergo a prolonged maceration process. Those scents are now on display, and available for purchase for the first time. Each vintage has less than five bottles, and retail between £800 and £2000 ($1000 – $2600).

Downstairs in a separate room is where the current range of Fueguia fragrances can be found. Here, only a few customers at a time will be walked through the vast collection: Those waiting can enjoy a collection of home scents, an ingredient library, and a plush waiting area.

In addition to its Mount Street location, Fueguia unveiled a 200-square metre gallery in Osaka, Japan back in May. The brand operates boutiques in Paris, New York, Milan, Tokyo and Buenos Aires and has plans to open another location in Costa Mesa, California later this year, as well as three locations in China by the end of 2026.

Additional reporting by Brennan Kilbane

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