The Perfume Shop and Deliveroo are extending their retail partnership to cover further UK locations, following a successful launch period last year.

The widening of its association, launched last year as Eau De-Liveroo x The Perfume Shop, comes as research reveals 47% of Britons have forgotten to wear or pack their favourite perfume when heading out, “leaving them feeling annoyed (24%), or unprepared (18%)”.

During peak periods, the retailer said the partnership managed to directly generate in-store sales in 21 locations covering London, Manchester, Bristol, Birmingham, Leeds, Glasgow and Edinburgh. “With over 1,000 perfumes available for quick delivery, the partnership has proven particularly popular during key shopping seasons over Black Friday and throughout December”, it added.

Milton Keynes was the most recent to introduce the Deliveroo app service, and there are plans to continue rolling out additional locations over 2025.

Gill Smith, managing director at The Perfume Shop said: “The success of our partnership… is a testament to the growing demand for seamless, on-demand shopping experiences”

Suzy McClintock, VP for New Verticals at Deliveroo added: “This successful partnership has not only driven sales but is also helping reshape the way customers shop by offering fast, on-demand delivery of over 1,000 fragrances across the UK.

Deliveroo is also continuing to expand its partnership to other retailers including Hurr, Accessorize, Hemp and Boots.