The store, which comprises 900sq ft, is expected to open in the summer and will complement the array of premium brands on King Street, which includes Jo Malone, Sandro and Claudie Pierlot.
Recent openings in Covent Garden’s Beauty Quarter include the first UK stand-alone ‘Beauty Boudoir’ from Charlotte Tilbury, joining Kiko on James Street. These new additions sit alongside beauty concept stores from Chanel, Dior and Burberry as well as Clinique, Bobbi Brown and Kiehl’s. Premium fragrance and skincare brands also in the district include the Jo Malone flagship store, Aesop, Miller Harris and Penhaligon’s.
Sarah-Jane Curtis, director of Capco Covent Garden, said: “King Street continues to go from strength to strength and we are delighted to welcome the latest luxury beauty brand to the estate. It is an exciting time for Covent Garden as a leading global retail destination for brands and consumers and the arrival of NARS is further confirmation of our status as London’s number one Beauty Quarter.”
“Covent Garden has become the epicentre for luxury beauty, and we are thrilled to be opening our first UK-based freestanding boutique there,” said Bethan Williams, managing director for NARS UK and Ireland. “We have received a lot of demand for the brand from consumers in the region and now we will be able to provide an exclusive atmosphere to experience its range of rich colours, luxurious textures, and innovative products.”