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Perfume Direct on track to hit £10 million sales this year

Online fragrance retailer Perfume Direct is aiming for annual sales of over £10 million this year after seeing a 220% jump in total sales. Founded in… View Article

HEALTH & BEAUTY

Perfume Direct on track to hit £10 million sales this year

Online fragrance retailer Perfume Direct is aiming for annual sales of over £10 million this year after seeing a 220% jump in total sales.

Founded in 2018 by brothers Chris and Greg Dalziel alongside Glen Page, the retailer specialises in branded fragrances and gift sets, but is also expanding its range of beauty, skin and haircare products.

The sales growth has been attributed to a consumer shift to ecommerce during the pandemic and Perfume Direct’s continued investment in its digital platform and data-led marketing.

Chris Dalziel said: “We have been experiencing rapid growth for the past three years, but this has been an exceptional 12 months. There has been an exponential shift in the way people purchase fragrance and beauty, accelerating the ecommerce opportunities in this sector, which we’ve capitalised on – meeting consumer demand for their favourite products and customer service expectations. Until the pandemic hit, the fragrance sector as a whole had been slow to appreciate the ecommerce opportunity, however the step-change in shopping habits means that a digital-first approach is being widely adopted.”

Perfume Direct has recently launched a fragrance finder tool that suggests scents for customers by taking into account their past purchases and perfume note preferences. The retailer is also planning to enhance its loyalty scheme and expand its gift wrapping service to include personalised gift notes in the run-up to Christmas.

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