RHS announces collaboration with British fragrances brand Floral Street

Brandora Redaktion - February 2019

The Royal Horticultural Society (RHS) has announced a partnership with Floral Street, an innovative British company producing contemporary floral fragrances, to produce a brand-new fine fragrance for the RHS, powered by flowers. The new fragrance, called Electric Rhubarb, will be launched at the time of the RHS Chelsea Flower Show, which takes place from 21-25 May 2019.

Working collaboratively with the RHS to create this unique fragrance, Floral Street has combined beautiful white florals and soft powdery sandalwood with the scent of English rhubarb and an unexpected blast of salty sea air to make this an instant mood lifter. The key ingredients include rhubarb, Australian sandalwood, island gardenia, frangipani and jasmine sambac.

Electric Rhubarb will launch in May to coincide with the RHS Chelsea Flower Show at the Floral Street flagship store in Covent Garden, as well as selected retailers, including John Lewis and Partners. It will also be sold online at www.floralstreet.com.

The bottle (in 50ml form or as a 10ml eau de parfum bottle) is electrified with its own original artwork, a flower mural created exclusively for Floral Street by leading London photographer Matthew Donaldson. The fragrance is tucked inside a ground-breaking pulp carton with an embossed lid, made from recyclable and biodegradable paper packaging and held together with a reusable boldly coloured band. The box can be repurposed to house keepsakes or as a seed tray for plants and herbs.

Floral Street products are aimed at modern and curious women. The range is expected to attract female RHS supporters of all ages, as well as gift givers.

Founded in 2017 by beauty industry insider Michelle Feeney, Floral Street was devised as a collection of incredible fine floral fragrances for the modern and curious female, created by one of the best noses in the world, Jerome Epinette – but also accessible and affordable. An incredible 20% perfume oil level makes these scents beautifully long lasting. Today Floral Street fragrances can be found in selected retailers in England, Scotland, Ireland, Australia, Germany and Scandinavia, as well as the flagship Floral Street store in Covent Garden, London.

Michelle Feeney, founder of Floral Street, says: “The inspiration for Floral Street fragrances came from its namesake road in Covent Garden. I connected its nostalgic floral history to the present-day obsession with all things flora, to create a modern collection of fragrances, powered by flowers. We are therefore thrilled to be partnering with the RHS. This is a wonderful opportunity to bring together our expertise in creating fragrances and the horticultural talent of Britain’s leading gardening charity.”

Je?ro?me Epinette, Floral Street Perfumer, says: “Floral Street represents a modern way to emphasize the beauty of flowers. The collection is vibrant, energetic and feminine. I am lucky enough to work with the most exquisite raw materials extracted from nature. Each fragrance brings an unexpected twist but with the same high level of quality.”

Cathy Snow, Licensing Manager, RHS, says: “The Floral Street RHS fragrance is a delightful addition to the RHS Licensing programme, and a perfect partnership of two respected brands with very strong floral associations. I’m certain it will enjoy a very positive response from lovers of fine fragrances – and of beautiful flowers!”