Fragrance Direct unveils brand refresh to strengthen customer loyalty

Online beauty retailer Fragrance Direct has revamped its website and unveiled a brand refresh to drive customer loyalty and cost-efficiencies in the business.

Fragrance Direct has moved its website from a third-party platform onto a proprietary solution owned and developed by the company's owner Maximo Group.

The new platform hopes to provide greater functionality for competitive pricing, which Fragrance Direct will combine with brand-led promotions and events to drive repeat business and keep its everyday value brand promise.

Fragrance Direct, which was founded in 1993 and launched its first website in 1998, currently offers more than 500 beauty brands. The business now plans to strengthen its reputation as the "online home for fragrances".

Mathew Gully, CEO at Fragrance Direct, said: "The relaunch is a new chapter for Fragrance Direct and for Maximo Group. By taking positive steps forward to create a strong personality, we can further strengthen our connections with our customers. By switching our website to our proprietary platform and improving the online shopping environment, we can also strengthen the offer for our brand partners and start to grow a profile for Maximo Group and its ecommerce capabilities."