On October 18, the department store is launching a line of five high-end fragrances under the brand name LBTY, each inspired by a different print from the extensive fabric print archive the company is so well-known for. The 100ml scents will debut in Liberty’s London flagship and website, priced at £225, or just over $285.

Fragrance is only the beginning of the company’s beauty ambitions: there are plans to build out a full beauty offering spanning other categories, said Laura Simpson, who joined the company earlier this year as managing director of LBTY brand. (Simpson herself has years of beauty experience, holding executive positions at Coty, Wella and P&G).

“We see it as a global brand in its own right,” said Sarah Coonan, the department store’s managing director. “The dream is that this can stand sort of individually as a brand outside of the department store model. That’s how we’ve approached this.”

Read the full story on Liberty’s broader strategy, as it finds new avenues of growth beyond its one physical store in central London. #linkinbio

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