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Whilst Paris Perfume Week has just reaffirmed its now prominent place on the fragrance events calendar, other capitals are gradually establishing their own events. Among these emerging trade shows, Niche Show London was launched in 2025 as a one-day event. A more ambitious edition will take place on 23 and 24 April. And of course, Nez will be there! Interview with its founder, Lee Martin.
In what ways does this second edition of Niche Show London differ from the first one?
It is bigger, better and bolder. We have a new gallery venue which is 4 times larger than our first, which is 5 minutes from Buckingham Palace the home of King Charles. This edition welcome more brands with over forty this edition and over seventeen countries being represented.
Focusing on the visitor experience we added a second day, to ensure that we can open access up to as many visitors as possible. Plus a swap shop in which visitors can swap their unused niche fragrance with each other.
What is the main ambition of Niche Show London this year?
The main ambition is always to create connections. This comes in multiple ways; visitors are able to connect with brand for discovery, brands are able to connect with the B2B industry professionals for commercial focuses, visitors are able to connect with each other to create new relationships. Connection will always be at the heart of Niche Show London and we are happy that we can provide this under one roof in an amazing environment.
Which audiences is the show primarily targeting?
The show is focused towards the fragrance community which has recently become quite an open-ended term. For Niche Show we have two days, each one individually dedicated to B2B & B2C visitors.
Our B2B visitors includes fragrance industry trade professionals from retail & distribution, press & media and social & content. Our B2C visitors include those starting their journey in the fragrance industry, collectors and enthusiasts.
What shouldn’t you miss at this edition?
There is a lot to see and discover, from brands to visuals to our swap shop. Brands including Aplomb & Santi Peccatori will be making their launch debut. Qhue New York is showcasing its line for the first time in the UK which features a concrete design inspired by the NYC concrete jungle. Calaj are one of the most unique ultra niche brands out of Romania, on the flip side we have Aentos and Bu Feng showcasing more softer sides of fragrance with Asian influence.
The show will be very diverse as we have curated the brands so that each is unique and their own special way.
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