A MAJOR High Street brand has reopened with a modern twist in Basildon’s Eastgate Shopping Centre in a “big boost for business”. 
 

The Perfume Shop reopened to customers on Friday after taking over an empty shop next to Starbucks on the ground floor of the town’s shopping centre. 
 

It is the latest boost to the shopping centre, which has been hit with a series of big-name closures in recent years, with a number of new restaurants opening on its food court. 

A ribbon cutting event took place on Friday morning to celebrate the new shop. 

Labour Basildon cabinet member for jobs, skills and the economy, Jessica Power, is hopeful it could lead to more High Street brands coming to the town. 

The Perfume Shop has insisted its renovated store is an “experiential” shop where residents can experience new fragrances and take part in a “fragrance consultation”. 

She said: “It’s good, we have had a lot of brands leave like Next and Topshop and it is good to see brands coming to the town, it further encourages others to come back to the town centre.

“The Perfume Shop’s new store reflects how High Streets and town centres are diversifying to become more of a day out, with things that include experiential shops and bars rather than just traders.

“It is positive to see the change in Basildon, it is a step in the right direction for mixed retail.”

The shop will also be offering a free bottle of fragrance to the first 15 customers with any purchase over £70 over on Friday and Saturday.

A spokesperson said: “We’re thrilled to announce the opening of our new experiential store in Basildon.

“With summer on the horizon and Father’s Day just around the corner, now’s the ideal time to visit us and discover the perfect fragrance for yourself or your loved ones.

“At The Perfume Shop, we’re all about personal touches, from tailored consultations to gift wrapping and even customised ribbons, ensuring every scent experience is truly unforgettable.”