Floral Street Flagship Store
Contemporary floral fragrances crafted with purpose, sustainability, and joy in the heart of London.
Floral Street's flagship boutique in London's vibrant Covent Garden celebrates contemporary floral fragrances crafted by master perfumer Jérôme Épinette. Founded by Michelle Feeney in 2017, this London-based brand specializes in vegan, cruelty-free, and sustainably-sourced perfumes designed for the modern woman. The store invites leisurely scent exploration with knowledgeable staff, offering a carefully curated selection of mood-boosting fragrances that blend natural ingredients with innovative compositions.
A brief summary to Floral Street
- 30 King St, London, WC2E 8JD, GB
- Visit website
- Duration: 0.5 to 2 hours
- Mid ranged
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Indoor
- Mobile reception: 5 out of 5
Local tips
- Start with a discovery set to explore multiple fragrances before committing to a full-size bottle. These curated mini collections help you identify your mood-matching scents.
- Engage with the knowledgeable staff about individual ingredients and accords. The store encourages leisurely scent exploration rather than quick purchases, so take your time.
- Ask about the brand's sustainability practices and vegan certification. Understanding the ethical foundation behind each fragrance enhances the purchasing experience.
- Explore the full range beyond perfumes, including body mists and home fragrances, to extend your Floral Street experience across different product categories.
- Visit during quieter weekday hours for a more personalized consultation with staff about finding your signature scent.
For the on-the-go comforts that matter to you
- Restrooms
- Drink Options
- Seating Areas
- Information Boards
Floral Street location weather suitability
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Any Weather
Discover more about Floral Street
A Modern Fragrance Revolution from London
Floral Street represents a contemporary reimagining of floral perfumery, born from founder Michelle Feeney's vision to bring fine fragrance to the modern woman. Established in 2017, the brand emerged from Feeney's extensive background in the beauty industry, including her tenure at Estée Lauder Companies and her leadership of the revolutionary tanning brand St Tropez. Recognizing that the beauty world was reaching toward younger audiences while fragrance remained traditional, Feeney created Floral Street as a response to this gap. The brand's name itself came from a moment of inspiration when she spotted a street sign in Covent Garden and recognized its perfect resonance with her vision for a fragrance house rooted in London's creative energy.Craftsmanship and Ingredient Philosophy
Every Floral Street fragrance is created by Jérôme Épinette, one of the world's leading perfumers renowned for his mastery of natural ingredients. Rather than traditional floral bouquets, Floral Street describes its creations as "bunches"—emphasizing ingredients over notes, ease over complexity, and modernity over convention. The fragrances are vibrant, energetic, and distinctly feminine, drawing inspiration from the confidence and heritage of contemporary British women. Épinette works with exquisite raw materials extracted from nature, maintaining the highest quality standards throughout the creative process. The collection spans multiple fragrance families including fresh citrus blends, gourmand compositions, and delicate white florals, each designed to speak to different moods and moments in a woman's day.Sustainability and Ethical Commitment
Sustainability sits at the heart of Floral Street's identity. All products are vegan and cruelty-free, certified by both PETA and Leaping Bunny, with no animal-derived ingredients of any kind. The brand deliberately avoids phthalates—chemicals commonly used to extend fragrance longevity—as well as polycyclic and nitro musks, sulphates, and parabens, prioritizing environmental responsibility alongside personal wellness. All fragrances are lovingly made in the UK, with ingredients responsibly sourced worldwide through the perfume house Robertet. The packaging reflects this commitment, featuring groundbreaking pulp cartons designed with recyclability in mind, allowing customers to feel good about both the fragrance they wear and its environmental footprint.The Covent Garden Flagship Experience
Located at 30 King Street in London's cool-again Covent Garden, the flagship store perfectly embodies Floral Street's philosophy of accessible luxury and scent exploration. The boutique provides a welcoming space where customers can leisurely discover fragrances, smell individual accords and ingredients, and build their fragrance knowledge with the guidance of knowledgeable staff. Rather than a traditional retail environment, the store functions as an educational destination where visitors are encouraged to explore the nuances of each creation. The setting reflects London's melting pot of British culture and contemporary style—a city where heritage and modernity coexist to create something entirely new. This approach aligns with Michelle Feeney's mission to help modern women build entire fragrance wardrobes that express the many facets of their identity.Award-Winning Collections and Discovery
Floral Street's fragrances have garnered significant recognition, with bestsellers including Arizona Bloom, a scent that evokes eternal summer; London Poppy, a fresh citrus-floral tribute to the city itself; and Sunflower Pop, among others. The brand offers discovery sets featuring miniature versions of multiple fragrances, allowing customers to explore different moods and find their signature scents. Each fragrance is positioned as a mood-boosting companion for busy, confident women seeking unique floral expressions that bring lightness and joy to their daily lives. The collection ranges from light fruity blends to warm amber gourmands, ensuring something resonates with every preference.A Brand Built on Female Empowerment
At its core, Floral Street is a brand for women, created by a woman, with powerful messaging woven through every aspect of its identity. Michelle Feeney's vision extends beyond fragrance to encompass a broader philosophy about self-expression, confidence, and the transformative power of scent. The brand celebrates strong, independent women while maintaining an approachable, joyful tone that refuses to take itself too seriously. This philosophy permeates everything from the fragrance compositions themselves to the store experience, making Floral Street not merely a perfume retailer but a destination for those seeking fine fragrance that aligns with their values and reflects their modern, multifaceted lives.Iconic landmarks you can’t miss
Plaque: David Garrick
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Honoring David Garrick, the 18th-century actor and theatre innovator, with a commemorative plaque in London’s historic theatre district.
Agatha Christie memorial
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A captivating bronze tribute to Agatha Christie, celebrating her literary genius and theatrical legacy in London's vibrant theatre district.
Bow St
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Bow Street, a historic London street famed for pioneering policing, vibrant theatre, and rich cultural heritage in Covent Garden.
Historic Seven Dials
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Discover Seven Dials, a historic London quarter where seven streets meet at a unique sundial pillar, blending rich heritage with vibrant culture.
John Adam St & Adam St
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Explore John Adam Street & Adam Street, heart of the Adam brothers’ neoclassical Adelphi development, blending Georgian elegance with modern London vibrancy.
St Martin-in-the-Fields Church Path
0.3 km
Georgian masterpiece and spiritual anchor of Trafalgar Square, influencing church architecture worldwide.
Neal’s Yard (Courtyard)
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Discover Neal’s Yard, a colorful hidden courtyard in Covent Garden transformed from dereliction into a thriving hub of community, sustainability, and alternative culture.
Eleanor Cross
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A Victorian Gothic Revival monument marking the final resting place of Queen Eleanor’s funeral procession, blending medieval legacy with London’s historic heart.
Shaftesbury Ave
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Discover London’s vibrant Shaftesbury Avenue, the epicenter of the West End's theatre scene, offering a myriad of shows, dining, and nightlife options.
Strand
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Historic London thoroughfare linking Westminster and the City, famed for grand hotels, cultural landmarks, and hidden historical treasures.
Charing Cross
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Explore the vibrant Charing Cross station in London, a historic transport hub surrounded by iconic attractions and rich culture.
Leicester Square
0.4 km
Experience the vibrant heart of London at Leicester Square, a cultural and entertainment hub filled with theaters, cinemas, and diverse dining options.
Mr Bean Statue
0.4 km
Explore the whimsical Mr. Bean Statue in Leicester Square, a must-see landmark that captures the charm and humor of British culture in the heart of London.
Harry Potter Statue
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Where the boy wizard takes flight in London's cinematic heart—a bronze tribute to magic and movie history.
York Watergate
0.4 km
Discover the York Watergate, a rare 17th-century gateway marking the old Thames riverside and London's vanished aristocratic waterfront.
Unmissable attractions to see
Covent Garden
0.1 km
Discover Covent Garden’s lively markets, iconic theatres, vibrant street performances, and charming hidden courtyards in the heart of London’s West End.
St Paul’s Church Covent Garden
0.1 km
Experience the tranquility of St Paul’s Church in Covent Garden, a historical sanctuary for the arts in the heart of London.
Covent Garden, street shows
0.1 km
Experience the vibrant legacy of Covent Garden’s world-famous street performers, bringing daily magic and artistry to London’s historic piazza.
Goodwin’s Court
0.1 km
Step into Goodwin’s Court, a hidden Georgian alley in Covent Garden where history, mystery, and cinematic magic blend in timeless charm.
Slingsby Place
0.1 km
Discover the serene charm of Slingsby Place, a historic pedestrian courtyard in Covent Garden with lush greenery, dining, and cultural flair.
Huntfun Covent Garden
0.1 km
Explore Covent Garden through an engaging self-guided treasure hunt blending history, artisan markets, and lively street performances.
Punch & Judy
0.1 km
Historic Covent Garden pub named after iconic puppet shows, blending lively atmosphere, traditional fare, and vibrant street views.
St Martin's Courtyard
0.1 km
Covent Garden's chic courtyard escape: stylish shops, global eats, and pop-up magic in a reborn urban haven.
West End
0.2 km
Experience London’s vibrant West End, the iconic hub of world-class theatres, premier shopping streets, and rich cultural heritage.
Noël Coward Theatre
0.2 km
Historic West End theatre blending classical elegance with world-class drama and comedy in the heart of London’s vibrant cultural scene.
Music at Covent Garden
0.2 km
Experience the vibrant live music and rich cultural heritage at Covent Garden, London's iconic West End soundscape.
Mercer Walk
0.2 km
Discover Mercer Walk, a charming cobbled alley in Covent Garden filled with boutiques, cafes, and artistic flair, offering a peaceful urban retreat.
Arts Theatre
0.2 km
A historic, intimate West End theatre offering close-up performances in a cozy setting since 1927.
The Duke of York's Theatre
0.2 km
Historic West End theatre on St Martin's Lane, home to iconic productions and timeless British theatrical heritage.
Jubilee Market
0.2 km
Historic Covent Garden market with antiques, crafts, and vibrant food stalls in a lively, iconic London setting.
Essential places to dine
Clos Maggiore
0.0 km
Experience London’s most romantic French restaurant with enchanting blossom-filled conservatory and an award-winning wine cellar in Covent Garden.
Palm Court Brasserie
0.1 km
Experience authentic Parisian charm and classic French cuisine in the vibrant heart of Covent Garden at Palm Court Brasserie.
Cora Pearl Covent Garden
0.1 km
Elegant modern British dining in Covent Garden with iconic chips, soulful vibes, and a nod to a glamorous past.
Flat Iron Covent Garden
0.1 km
Savor expertly crafted flat iron steaks in a historic Covent Garden setting, complete with rustic charm and a signature ice cream treat.
Rules
0.1 km
London’s oldest restaurant since 1798, Rules serves timeless British classics in an elegant, historic Covent Garden setting.
Chez Antoinette
0.1 km
Authentic Lyon-inspired French bistro serving classic tartines and cozy café fare in the heart of Covent Garden, London.
Frog by Adam Handling Restaurant Covent Garden
0.2 km
Experience Michelin-starred modern British cuisine with theatrical flair and sustainable luxury in the heart of Covent Garden.
J Sheekey
0.2 km
Classic British seafood excellence in Covent Garden’s elegant, theatre-adjacent dining gem.
Hawksmoor Seven Dials
0.2 km
Savor expertly grilled British steaks and vibrant seafood in a historic Covent Garden brewery setting with atmospheric charm and refined cocktails.
Inamo Covent Garden
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A futuristic Pan-Asian restaurant in Covent Garden where interactive tables meet bold Asian flavours in a sleek, tech-forward space.
Balthazar
0.3 km
Experience the lively charm of a Parisian brasserie with classic French cuisine in the heart of Covent Garden, London.
Flesh & Buns Covent Garden
0.3 km
Lively Japanese izakaya in Covent Garden famed for its signature bao buns, vibrant atmosphere, and innovative pan-Asian small plates.
Cicchetti by San Carlo - London Covent Garden
0.3 km
Experience authentic Venetian small plates and seasonal Italian flavors in a stylish, lively Covent Garden setting.
Circus
0.3 km
Experience Covent Garden’s vibrant Asian fusion dinner theatre where culinary artistry meets captivating live performances.
New Loon Fung Restaurant
0.4 km
Experience authentic Cantonese dim sum and classic Chinese dishes in one of Chinatown’s largest, long-standing restaurants on bustling Gerrard Street.
Markets, malls and hidden boutiques
The Moomin Shop London
0.1 km
Step into the enchanting world of Moominvalley at The Moomin Shop in Covent Garden, London’s magical haven for fans of Tove Jansson’s beloved characters.
MUJI Covent Garden Store
0.1 km
Discover Japanese minimalism in Covent Garden: timeless clothing, sustainable homewares, and functional stationery for clutter-free, mindful living.
Sass & Belle Covent Garden Market
0.2 km
Quirky gifts and whimsical homeware in Covent Garden's lively market—permanently closed in-store, thriving online with cute finds for every home.
Alice Through The Looking Glass
0.2 km
Step into a whimsical world of antiques, art, and literary treasures inspired by Alice in Wonderland in the heart of London’s Cecil Court.
Brandy Melville - Covent Garden
0.2 km
Trendy Italian-LA fusion on Neal Street: one-size-fits-most chic for the effortless Covent Garden style seeker.
London Transport Museum - Shop
0.2 km
Discover unique transport-themed gifts and iconic London memorabilia at the London Transport Museum Shop in Covent Garden.
Urban Outfitters
0.3 km
Dive into Urban Outfitters' warehouse wonderland in Seven Dials, where eclectic fashion, cult beauty, and quirky homewares fuel London's youth culture vibe.
Unique Britain
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Discover authentic British souvenirs and artistic keepsakes in the heart of London’s lively West End on historic Cranbourn Street.
Rokit Covent Garden
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Dive into retro treasures at Rokit Covent Garden, where sustainable vintage fashion meets London's vibrant street style heritage on Shelton Street.
Good
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Discover sustainable style with curated preloved vintage and designer fashion at Good London’s Seven Dials shop.
Pop Boutique
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Discover authentic vintage fashion treasures from the 50s to 90s in a colorful, retro boutique at London’s vibrant Seven Dials.
Blackout II - Vintage Clothing London
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Discover timeless vintage fashion treasures from the 1920s to the 1980s in Covent Garden’s iconic Blackout II boutique.
Cool Britania
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Discover authentic British souvenirs and capture timeless memories at Cool Britannia, Leicester Square’s premier gift and photography shop.
Forbidden Planet London Megastore
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London’s ultimate destination for comics, collectibles, and cult pop culture treasures in the heart of the West End.
The LEGO® Store Leicester Square
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Explore the world’s largest LEGO® Store in Leicester Square, London—two floors of interactive fun, iconic models, and endless creativity.
Essential bars & hidden hideouts
Blame Gloria - Cocktail Bar in Covent Garden
0.1 km
Dive into Blame Gloria’s neon-lit retro cocktail haven in Covent Garden, where legendary rock vibes and wild themed brunches electrify your night.
All Bar One Covent Garden
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Stylish Covent Garden wine bar serving shareable plates, extensive wines, and cocktails in a lively West End setting—ideal for pre-theatre drinks or group gatherings.
Mrs Riot
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Covent Garden's technicolor riot: punk-pop cocktails, drag brunches, live DJs, and Kitty Clive's rebellious legacy in one explosive venue.
The Alchemist St Martin's Lane
0.1 km
Experience theatrical cocktails and vibrant dining in the heart of Covent Garden’s iconic theatre district.
Upstairs At Rules
0.1 km
Discover Upstairs At Rules, a refined cocktail bar above London’s oldest restaurant, where Edwardian elegance meets expertly crafted drinks in Covent Garden.
Mr Fogg's Tavern
0.2 km
Step into a Victorian-inspired tavern in Covent Garden, where inventive cocktails meet hearty British fare in an eclectic and lively setting.
Oriole
0.2 km
Oriole invites you on a captivating global cocktail journey in Covent Garden, blending exotic flavours, elegant ambiance, and live music.
Blind Spot London
0.2 km
Discover a secretive speakeasy with globally inspired cocktails and intimate ambiance tucked inside St Martin’s Lane Hotel, Covent Garden.
Crusting Pipe
0.2 km
Covent Garden wine bar pouring Davy’s finest ports amid live music, British classics and cosy nooks—perfect for pre-theatre indulgence or market rendezvous.
Covent Garden Social Club
0.2 km
Dive into Covent Garden's dual-world party den: prohibition cocktails below, live piano magic above—West End's ultimate nightlife hideaway for cocktails, cabaret, and endless sing-alongs. (162 characters)
Mr Fogg's Society of Exploration
0.2 km
Step into a Victorian explorer’s world with inventive cocktails, immersive storytelling, and a mechanical mixologist in Covent Garden’s unique speakeasy.
Eve Bar Covent Garden
0.2 km
Subterranean Covent Garden cocktail bar tempting with zero-waste elixirs, decadent snacks, and Eden-inspired glamour beneath a Michelin-starred haven.
The Harp, Covent Garden
0.2 km
A historic Covent Garden pub famed for award-winning ales, traditional ciders, and a timeless, welcoming atmosphere.
Dirty Martini - Covent Garden
0.2 km
Glamorous Covent Garden cocktail haven pulsing with martini magic, bottomless brunches, and late-night DJ vibes under sparkling chandeliers.
The Escapologist Bar
0.3 km
Step into a Victorian-inspired underground bar in Covent Garden where theatrical cocktails and lively entertainment create unforgettable nights.
Nightclubs & after hour spots
Whatdafunk Presents West End Urban Disco
0.2 km
Dive into London's grooviest urban disco beats at Whatdafunk, where Covent Garden's streets pulse with funk, soul, and non-stop dance energy in the heart of the West End.
The Ivy Club
0.3 km
Art-Deco‑tinged members’ club above The Ivy — piano bars, discreet private dining and polished West End glamour.
The Roxy
0.3 km
Soho's unbeatable happy hour cocktail bar by day, pulsing nightclub with live music and DJ nights till 3am—affordable vibes in London's nightlife heart.
Heaven
0.4 km
London’s iconic gay superclub under the railway arches — big nights, loud music, drag, and late finishes in the heart of the West End.
The Penthouse London
0.4 km
A compact, rooftop nightclub above Leicester Square — reached by a side lift, built for late‑night private parties and skyline glimpses.
Bunga Bunga Covent Garden
0.4 km
A neon-soaked, pizza-and-karaoke supper club under Drury Lane — 90s nostalgia, stage shows and shareable Italian feasts.
Proud Late
0.5 km
Dive into two-storey glamour under Waterloo Bridge: cabaret acrobatics, burlesque dazzle, supper feasts, and non-stop clubbing till 5am in London's West End nightlife epicenter.
Club49Soho
0.5 km
Soho's stylish cocktail haven with DJ-fueled dancefloor energy, blending upscale drinks and classy nightlife vibes until 3am.
Carwash Nightclub
0.5 km
Experience Europe’s longest-running disco club in London’s West End, where retro beats, vibrant crowds, and themed parties create unforgettable nights.
La Capannina Club
0.5 km
Discover Soho's discreet gentlemen's club: seductive stage shows, cosy vibes, and late-night allure in London's nightlife heart.
Luxe Club
0.6 km
Experience London's vibrant nightlife at Luxe Club, a central hotspot for music, dancing, and late-night entertainment.
Tiger Tiger London
0.6 km
Experience London’s iconic Haymarket nightclub with six vibrant rooms, lively DJs, and a dynamic party atmosphere just moments from Piccadilly Circus.
TSQ Club
0.6 km
Dive into Trafalgar Square's nightlife pulse at TSQ Club, where eclectic beats, dazzling lights, and craft cocktails fuel unforgettable weekend nights in London's heart.
Sophisticats Soho
0.6 km
An intimate, late‑night Soho gentlemen’s club on Brewer Street offering staged performances, VIP seating and an upmarket, discreet atmosphere.
Versity Camp Nightclub
0.6 km
Dive into Soho's beating heart at Versity Camp Nightclub, where thumping bass, inventive cocktails, and an electric crowd fuel unforgettable nights until dawn.
For the vibe & atmosphere seeker
- Boutique
- Unique
- Relaxing
- Casual
For the design and aesthetic lover
- Modern Designs
- Minimalist Designs
For the architecture buff
- Modern
- Art & Design
For the social media creator & influencer
- Instagrammable
- Photo Spots
- Aesthetic Corners
For the eco-conscious traveler
- Sustainable
- Eco-Friendly
- Locally Managed
For the kind of experience you’re after
- Cultural Heritage
- Day Trip
For how adventurous you want the journey to be
- Easy Access
Location Audience
- Family Friendly
- Solo Friendly
- Couple Friendly
- Solo Female Friendly
- Vegan Friendly
