THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
Sweet smell of success for The Fragrance Shop

Annual sales at the independently owned fragrance retailer increased by £9.1 million in the last year to reach £90.1 million.


Sweet smell of success for The Fragrance Shop

Annual sales at the independently owned fragrance retailer increased by £9.1 million in the last year to reach £90.1 million.

Like-for-like sales rose by 8% with underlying profit (EBITDA) climbing 9.2% to £12.4 million compared to £11.3 million in the previous year.

The company attributed its 11.2% sales growth to a focus on customer service together with an increased store portfolio, a wide range of products and an improved online presence.

Contributing to the multi-channel retailer’s success were initiatives such as Try It First where online customers receive a free sample of their selected fragrance so they can decide if they like it before they open the full size product. It also enables shoppers to return unopened packaging for a full refund if they decide against purchasing.

Other initiatives include the Discovery Club, which sends samples of new fragrance launches each season with discount vouchers for members to purchase full size products, and Happy Hour flash sales giving shoppers a further 20% off all fragrances.

Sanjay Vadera, chief executive, said: “The Fragrance Shop has an ambitious growth strategy to remain at the forefront of the fragrance sector, with plans to open another 20 stores in the coming year. In addition, our online business is also thriving and we will continue to invest in our multi-channel approach through the coming year.”

The retailer is trialling a new open format store layout to allow customers to browse and select fragrances themselves. Building on this, it has opened its first ‘Indulge Fragrances’ store – a walk-in-wardrobe of premium fragrances at customers' fingertips, coupled with a signature expert customer service at Manchester’s Intu Trafford Centre.

The Fragrance Shop was founded in 1995 with a single store. It now employs over 1,000 people and has 160 stores and a successful e-commerce operation.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy