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The Perfume Shop reports 48% jump in Price Freeze purchases and Rewards Club growth


The Perfume Shop has championed its initiatives that drove business growth in 2023, which included a cost-of-living discount programme and an extensive perfume recycling initiative, as its VIP Rewards Club hits over 5,000,000 members.

The UK-based fragrance retailer introduced its biggest ever price freeze in 2023, with over 138 branded fragrances on offer. It reported that this cost-of-living discount initiative saved UK shoppers over £18.77mn this year.

It added that it saw an increase of 48% of customers shopping directly from the Price Freeze section of The Perfume Shop’s website compared to 2022.

Additionally, as part of its perfume recycling service over 8,611 bottles have been recycled compared to 5,152 in 2022 – with a 67% YTD increase within the 209 nationwide stores.

New data revealed that refillable fragrances are growing 23% (compared to +9% for non-refillable fragrances) as environmentally conscious consumers choose more sustainable options. This new initiative further increases the distribution of perfume refills and widens the choice of perfumes available to refill in-store.

Read more INTERVIEW The Perfume Shop: Recycling, refilling and a repurposed chandelier

Furthermore, the fragrance retailer reported its VIP Rewards Club increased its members by 21% in the last year due to several factors such as the cost-of-living crisis and the introduction of the biggest ever price freeze line announcement from the brand. It now has over 5,000,000 members.

Gill Smith, The Perfume Shop’s managing director, said: “At the start of the year we knew it would be tough with the cost of living crisis and that we would have to create our own opportunities to delight our customers in many ways. 2024 will be another tough year with little let up on inflation, which will impact our customers’ confidence. We will continue to offer great value, refitting our stores and ensuring we are giving back with focuses on our people, the planet and the very best products.

“With so much growth within the business It’s great to see all our hard work paying off. We wouldn’t have been able to do this with the dedication of our store staff, those who work in the head office and our warehouse team. I couldn’t be prouder of the achievements we have made in 2023 and can’t wait to see what 2024 has in store, but we can assure you, there are lots of exciting plans to come.”

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