Deliveroo has announced a new delivery partnership with specialist fragrance retailer The Perfume Shop.

The partnership will enable customers to order from a range of perfumes and cosmetics, with deliveries arriving in as little as 25 minutes.

The service, which is launching over the next few months, will initially be available from 21 stores covering London, Manchester, Bristol, Birmingham, Leeds, Glasgow, and Edinburgh.

The move comes as the fragrance sector continues on its upwards growth trajectory, with sales in December 2023 reaching more than £2 billion.

The service is part of Deliveroo Shopping, a feature which launched on the delivery app in November last year to give customers the option to send gifts.

"By partnering with the UK’s leading food delivery platform, we’re taking our gifting and retail options to the next level," said Gill Smith, managing director, The Perfume Shop. "The exciting collaboration is all about opening new avenues and making things more convenient and accessible to our customers and being able to enjoy their favourite fragrances with the same ease and speed they’ve come to expect with Deliveroo."

Deliveroo has recently expanded its Deliveroo Shopping offering, with High Street names Screwfix and Anne Summers joining the app.

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