The Fragrance Shop says omnichannel key for strong festive trading

By

Nigel TAYLOR

Published
Jan 11, 2023

Yet more confirmation that the UK fragrance market enjoyed strong gifting sales over the Christmas trading period. The Fragrance Shop (TFS) has reported a record festive trading period with sales for the six weeks to December 31 jumping.

They rose 11.2% year-on-year. At the start of the year, rival The Perfume Shop also reported record Christmas trading.

The independent TFS noted that investment in its omnichannel strategy was key to that success alongside the appeal of new fragrances, including Paradoxe by Prada, Fame by Paco Rabanne, and Explorer Ultra Blue by Montblanc. The retailer also said it benefited from successful partnerships with Hermès and Maison Margiela as part of its strategy to expand into luxury and niche categories.

The omnichannel balance included investment in its digital platform and expanding its physical store presence with 12 new stores, including a flagship in Manchester’s Trafford Centre, taking its total store count to 216 around the UK.

Online, its ‘My TFS’ subscription programme saw memberships increase150%, attracted by free delivery and discounts. And the retailer said it’s integrating its physical store network and online offer into a “seamless experience for customers”.

Chief executive Sanjay Vadera said: “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. 

As mentioned, rival The Perfume Shop delivered a second successive year of strong Christmas sales following the pandemic. Britain’s largest fragrance-only retailer, with 215 stores in the UK and Ireland, said it sold a record 1.77 million product items between 28 November and 24 December, while gift set sales surged 26% year-on-year in the week before Christmas, matching its year-ago performance.