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Christmas delivers for The Fragrance Shop as luxury brands dominate

The Fragrance Shop saw sales increase by 12.6% year-on-year in its key Christmas trading period following strong sales of luxury brands.

HEALTH & BEAUTY

Christmas delivers for The Fragrance Shop as luxury brands dominate

The Fragrance Shop saw sales increase by 12.6% year-on-year in its key Christmas trading period following strong sales of luxury brands.

In the six weeks to 31 December, like-for-like sales were up 6.8%.

The retailer said its busiest day was 23 December when it sold over 80,000 bottles. Sales of male fragrance grew faster than female thanks to new launches.

Top performers included Dior Sauvage, Chanel Coco Mademoiselle and Hugo Boss - The Scent For Her and Diesel BAD. Fragrances from other luxury fashion houses such as YSL, Viktor & Rolf & Loewe were also big sellers.

Sanjay Vadera, chief executive of The Fragrance Shop, said: "New, accessibly-priced perfumes from high-end fashion houses were by far the top performing scents this Christmas, reflecting Britain's enduring love affair with luxury brands."

The Fragrance Shop also recorded significant growth in gift set sales and purchases of larger 100ml+ fragrances as shoppers traded up from spending less on smaller sizes to get better value.

With a total of 184 stores, The Fragrance Shop opened 12 new shops last year and plans to open a further three in early 2017.

Vadera added: “Our complete focus on bringing a wide selection of brands to customers within the best possible retail experience continues to be the secret of our success, while also enabling us to outperform the market in luxury fragrances for the second year running, making this our fastest-growing segment."

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