89 Jermyn St &

147 Ebury St, London, UK



147 Ebury Street, Belgravia, London, UK

Floris is as much of an institution to Britain as Penhaligons is. However, its roots are completely Spanish, having been opened in 1730 by Jaun Famenias Floris, from Menorca. The first store was opened at 89 Jermyn Street, and started off as a barber shop and comb-maker. Since the street’s founding in 1664 by Henry Jermyn, 1st Earl of St Albans, it has always been a hub for fashionable gentleman’s attire. Famous clients such as Florence Nightingale, Mary Shelley, as well as two Royal Warrants: Perfumers to HM The Queen Elizabeth II, and Manufacturers of Toilet Preparations to HRH The Prince of Wales. The first Royal Warrant was for King George IV in 1820.  Furthermore, the opening of the famous and historic Jermyn Street Turkish Baths no doubt was a fitting neighbour.


My relationship with Floris hasn’t been a lifelong love- affair, but rather an appreciation from afar. It all started after visiting the Ebury Street branch, and leaving with a handful of free samples. Now I know free samples are not a valid reason to like something, but what can I say? Free perfume makes me feel like it’s my Birthday! Floris just know how to keep their customers happy in a climate where samples come as a premium. Thanks to the generous people at Floris, I now praise Edwardian Bouquet as one of my top fragrances, and have finally accepted that lilies smell rather nice, and not at all like pollen explosions (Lily of the Valley).

Of the two stores,  the boutique at 147 Ebury St, is altogether a smaller, cosier affair. Only three walls are stacked with fragrances, but in the middle resides a table with their Limited Edition by Request fragrances; a service which, separate from the bespoke range, releases certain eau de parfums for a limited time. Each release is chosen from the companies ‘request’ books made by customers, where only a select number of bottles are made for sale. In the far end of the store is a meeting area for consultations. Either opt to for a bespoke fragrance to be made and start a unique Floris adventure, or avail of their alteration service where you can add notes to one of their existing fragrances (this will take approximately 90 minutes). Each alteration/ bespoke formula will be kept on file should you need a replacement bottle.

Watch out for Jermyn Street Eau de Parfum, made after the flagship store at 89 Jermyn Street; otherwise, most fragrances are available in 50ml and 100ml EDT (£55-75) and EDP (£99- £160), as well as hand soaps and creams galore. Buy in store or online at www.florislondon.com


Address:  147 Ebury St, Belgravia, London, SW1W 9QN
Opening hours: Monday- Saturday 10am-6pm, closed on Sundays & Bank Holidays
by Tube: Sloane Square station (Circle & District line), Victoria Station (Circle, District & Victoria line)
Address: 89 Jermyn St, St James’, London, SW1Y 6JH
Opening hours: Monday- Wednesday, Friday: 9.30am-6.30pm, Thursday and Saturday: 9.30pm-7pm,   Sundays: 11:30pm-5.30pm
 by Tube: Piccadilly station (Piccadilly & Bakerloo line),  Green Park station (Jubilee, Piccadilly & Victoria line)
– See ‘The Perfume Hunt’  to see the store locations on a map –