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Smell of success for RHS and Floral Street

Electric Rhubarb to launch at RHS Chelsea Flower Show later this month.

A new RHS-inspired fragrance is due to be showcased at the RHS Chelsea Flower Show later this month.

Called Electric Rhubarb, it has been produced in partnership with British contemporary fragrance specialist Floral Street.

The packaging will feature the Floral Street and RHS logos against the background of a colourful flower mural created exclusively for Floral Street by leading London photographer Matthew Donaldson. It will also include the words: “For the sparkling, luminous, fun-loving and charming”.

Floral Street has combined white florals with soft powdery sandalwood, with the scent of English rhubarb and an unexpected blast of salty sea air.

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.

A special event will also take place in the Jardin Blanc restaurant on Wednesday May 22, with RHS Garden Wisley’s curator Matthew Pottage and Floral Street perfumer Jérôme Epinette giving a short presentation on the development of the new fragrance and the partnership.

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.

“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,” said Michelle Feeney, founder of Floral Street.

Cathy Snow, licensing manager at the RHS, added: “In Floral Street we have found a brand that, in name and inspiration, as well as quality and innovation, is wonderfully suited to the RHS licensing programme.

“We are thrilled to be launching this exceptional new fragrance from Floral Street at the RHS Chelsea Flower Show.”

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