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The Fragrance Shop says omnichannel key as it reports a record-breaking Christmas

The Fragrance Shop's new Trafford Centre store. Image courtesy of The Fragrance Shop

The Fragrance Shop says its omnichannel strategy was key as it reports a record-breaking Christmas trading season. 

New fragrance launches – from Paradoxe by Prada to Explorer Ultra Blue by Montblanc – also helped to lift the independent retailer’s sales by 11.2% in the six weeks to December 31 2022, compared to the same time a year earlier. 

The sales boost comes after the retailer invested in its digital platform and store estate. It opened 12 new stores – including a new store (pictured) in Manhcester’s Trafford Centre – to take its total store estate to 216 shops around the UK. Online it now has a My TFS subscription programme that saw memberships increase by 150% for an offer that includes free delivery and discounts. The retailer says it is integrating its physical store network and online offer into a “seamless experience for customers”.

The Fragrance Shop chief executive Sanjay Vadera says: “Our teams have worked hard to deliver another exceptional Christmas despite the challenges posed by economic uncertainty, industrial action and the general pressures on consumer disposable incomes. 

“While the economic outlook for the year ahead remains uncertain, we are confident we are well placed to not only weather those economic headwinds but thrive, as we continue to invest and grow. The convenience of being able to mix and match between shopping in-store and online will be the bedrock of our plans for 2023. 

“We will continue to invest and expand our footprint both digitally and physically to offer our customers the premium shopping environment we know they demand.” 

In its latest full year, the 53 weeks to April 2 2022, The Fragrance Shop reported a 42.5% growth in turnover to £156.8m, and a 68% rise in EBITDA (earnings before interest, tax and one-off costs) to £27.5m.

The Fragrance Shop, founded in 1994 and based in Manchester, is now ranked Top50 in RXUK Top500 research

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