Argentinian luxury fragrance house Fueguia 1833 has opened its first standalone boutique in London, expanding its global footprint with a new “gallery” in Mayfair’s prestigious Mount Street.

Previously available in the city exclusively through Harrods, the new space showcases the brand’s full range of 120 artisanal perfumes, along with a first-ever curated display of its vintage fragrances. Fueguia refers to its stores as galleries, emphasizing the artistic, immersive nature of its retail experience.

Positioned in one of London’s most affluent neighbourhoods, the bespoke space is designed to appeal to elite fragrance connoisseurs, including its strong base of Middle Eastern clientele. “Our jewels are in focus on Mount Street, where you have all this density of rich people, as well as Middle Eastern customers, who are great customers of our base and exotic ouds,” founder and CEO Julian Bedel told The Business of Beauty.

London, he added, is also home to a passionate audience of perfume enthusiasts. “It’s also to have fun. I think that in London, we have a lot of perfume lovers.”

Retail remains central to Fueguia’s success, accounting for 90% of sales. While its e-commerce revenue has grown 80% year-on-year, Bedel noted that online purchases largely come from existing customers replenishing their favourite scents. “It is very difficult to sell perfumes — a collection of 120 perfumes made with 1500 exotic plants — online,” he said. “So the main focus is that experience in our galleries.”

The two-floor boutique houses a vintage fragrance gallery upstairs, featuring rare editions that have undergone a decade-long maceration process. Each blend has fewer than five bottles available and is priced between £800 and £2,000 ($1,000–$2,600).

On the lower level, visitors are guided through the current fragrance collection in private, small-group sessions. While customers explore, they can also engage with an ingredient library, browse home scents, or relax in a plush waiting area — a reflection of the brand’s meticulous, slow-luxury ethos.

With its London debut, Fueguia 1833 deepens its commitment to sensory storytelling and craftsmanship — offering a perfume experience that blends exclusivity, nature, and art.