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Sandra Halliday Published
January 23, 2025
Perfumes retailer The Fragrance Shop said this week that it ended last year “on a high” with “record-breaking achievements across in-store and online channels”.
For the five weeks to 28 December, it saw 4.6% sales growth year on year, “supported by strong performance across all categories”. It added that the “peak festive season saw exceptional in-store activity with traffic soaring by +98.5% compared to an average day, highlighting the continued importance of physical retail during the holidays”.
That came after it had opened six new stores during the year and completed three upsize refurbishments, “all of which delivered exceptional trading results during the peak festive season”. Further openings are due this year too.
But it’s not neglecting digital. The company launched its new e-commerce app last month and said that “building a strong customer base on this platform will be a top priority for the brand in 2025”.
The retailer also shared details of the strongest-performing products during the festive season, saying that “gift sets experienced exceptional growth, reflecting strong consumer demand and their continued popularity as a go-to gifting option.
“Dior remained the top-performing brand, while Valentino, Givenchy, and Carolina Herrera recorded standout performances”.
Top products included Dior’s Sauvage 60ml, which led the men’s category, and Carolina Herrera’s Good Girl, which secured the fourth spot overall, “reflecting strong customer demand for premium offerings”.
The Fragrance Shop expects further good growth this year, partly fuelled by the beginning of its international expansion drive. The brand’s first international store is set to open in Dublin. Plans for additional store openings further afield “are already under way, with locations set to launch later in the year as part of The Fragrance Shop’s global retail strategy”.
Established in 1994, the business is the UK’s largest independent fragrance retailer, stocking over 150 fragrance brands and over 200 beauty brands.