Michael Malul London partners with ESW to overcome ‘Dangerous Goods’ distinction for fragrances

ESW, the world’s leading global direct-to-consumer (DTC) ecommerce company, today announced its partnership with Michael Malul London to launch international DTC ecommerce capabilities for the brand. Through this partnership, Michael Malul London will be able to ship to 25 countries across Europe, the UK, and the US. ESW’s localisation allows brands to overcome the ‘dangerous goods’ distinction related to international fragrance shipping of fragrances, which is a key opportunity for enabling greater global commerce for the fragrance industry overall.

“Being ‘open for business’ in multiple countries is one of the fastest ways to scale a business while also maintaining control of brand equity,” said Patrick Bousquet-Chavanne, President and CEO, ESW, Americas. “Cracking the code for international fragrance shipping allows a brand like Michael Malul London to provide consumers with a seamless luxury experience for its consumers regardless of geographic location.”

In order to service its international client base, Michael Malul London needed a partner that could quickly eliminate friction in its DTC customer journey across borders. ESW leveraged the sustainable fragrance houses’ existing technology to launch multiple localised sites within weeks. Michael Malul London can now navigate the challenges presented not only by multiple global currencies and payment methods but also the complexity of shipping fragrances—listed as dangerous goods because of their highly flammable nature--internationally.

“Opening up 25 new countries has been an incredible asset to our business, and this is just Phase 1 of our rollout,” said Hanan Malul, CEO, Michael Malul London.  “ESW’s innate understanding not only of our business, but also the customer journey regardless of location, has been a game changer for our business.”

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