Sweet smell of success for The Fragrance Shop
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.
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