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Electric Rhubarb is the new fine fragrance from RHS and Floral Street

A new line of Royal Horticultural Society-inspired fragrances will now be showcased at the RHS Chelsea Flower Show in May, thanks to a new partnership with the British floral fragrance company, Floral Street.

Called Electric Rhubarb, the fragrance’s packaging will feature the Floral Street and RHS logos against the background of a flower mural created exclusively for Floral Street by the London photographer Matthew Donaldson. Electric Rhubarb will be part of an extensive new range of Floral Street fragrances.

During the RHS Chelsea Flower Show, both the 50ml Electric Rhubarb bottle and the 10ml eau de parfum bottle will be available to buy at the main RHS retail stand, where they will form the centrepiece of a Floral Street display. Samples will be offered to stand visitors throughout the six days of the show.

To celebrate the partnership, a special event in the Jardin Blanc restaurant at the flower show on Wednesday 22 May, will see Matthew Pottage, RHS Garden Wisley’s Curator, and Floral Street perfumer Jérôme Epinette give a short presentation discussing both the development of the new fragrance and the partnership between the RHS and Floral Street.

On top of this, the new RHS fragrance will also be prominently featured in Floral Street’s Covent Garden boutique window display during May and June and will be available both from the Covent Garden flagship store and selected retailers, including John Lewis and Partners and the new retail space at RHS Garden Wisley.

Founded in 2017 by beauty industry insider Michelle Feeney, Floral Street was devised as a collection of fine floral fragrances for the modern and curious female. 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, said: “As a creator of fine floral fragrances for the modern female, who better to collaborate with than the RHS, the best-known and best-loved gardening charity in Britain? We are looking forward enormously to launching Electric Rhubarb, the incredible result of a wonderful collaboration, in our fabulous new packaging concept, at one of the world’s most famous flower shows.”

RHS Garden Wisley Curator, Matthew Pottage, added: “It is fantastic that Electric Rhubarb’s exceptional fragrance takes inspiration from our National Collection of rhubarb held at Wisley. I’m delighted to support its launch at the RHS Chelsea Flower Show.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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