The Fragrance Shop sales rise over Christmas thanks to online demand

The Fragrance Shop
The company said it has transformed itself into a “phygital” retailer
// The Fragrance Shop sales rise during Christmas period after strong online performance
// Overall sales rose 38% in the 6 weeks to 1 January 2022

The Fragrance Shop has reported strong trading during the Christmas period driven by online performance.

The fragrance retailer saw overall sales rise 38% in the six weeks to 1 January 2022, compared to the same period in 2019.

This record sales performance saw some key new fragrance launches which proved popular with customers, including Dior’s Miss Dior, Gucci Flora and Paco Rabanne Phantom.

READ MORE: The Fragrance Shop opens 200th branded store

The company said it has transformed itself into a “phygital” retailer, with a high-growth digital business complementing its physical high street network.

In addition, The Fragrance Shop opened 16 new stores in the year, taking its total footprint to 214 store locations nationwide.

“Stores will always play a big role, offering expertise and a sensory experience that’s complementary to our online offer,” chief executive Sanjay Vadera said.

“But there’s no doubt our performance is powered by the investments we’ve made in digital as our customers choose how and when they shop with us on their terms.

“That’s why we’ve been bringing the in-store experience online. In addition to our ecommerce website that allows customers to virtually ‘match’ with their favourite scent and speak to one of our fragrance experts in real time, we’re also connecting with our customers in new and exciting ways.

“Last year we launched our My TFS membership programme, where subscribers receive benefits such as free delivery and exclusive discounts, and we’re delighted with progress.
“And our third quarter was a huge milestone for us – as well as being one of the first fragrance brands to partner with TikTok for live-selling, we launched TFS Live, our exclusive live shopping channel, which goes from strength to strength.

“Across the 18 shows we’ve done since September 2021, we’ve featured special guests from brand experts to influencers and celebrities – with much more in the pipeline for 2022.

“This year will be a pivotal year for The Fragrance Shop – we’re looking forward to new product launches, hosting new events, more TFS Live shows, and moving into our brand-new, bespoke headquarters and fulfilment centre.”

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