The Fragrance Shop appoints Chief Brand Officer for new brand retail concept

The Fragrance Shop has named Vesa Kalho as Chief Brand Officer of Fraegra, its upcoming niche fragrance concept launching later this year.

Kalho brings over two decades of senior leadership experience in the premium and luxury fragrance sector, having held roles at Harrods and Fenwick.

He most recently served as Head of Beauty Buying at Fenwick, where he led the £10 million transformation of the Newcastle flagship beauty hall, the largest of its kind outside London and managed a portfolio of over 200 global and niche brands.

Speaking about his new appointment, Kalho said: "Fraegra represents a rare opportunity to build something from the ground up, combining creativity, strategy, and a deep understanding of what today’s fragrance customer is looking for.

"I’m excited to be joining at such a formative stage and look forward to helping shape its future.

Fraegra is being developed within The Fragrance Shop as a strategic initiative to meet the growing demand for artisanal and carefully curated fragrance experiences.

In his new role, Kalho will lead the commercial execution of the brand, overseeing buying, trading, merchandising, and customer proposition across all touchpoints.

He will also play a "key role" in shaping Fraegra’s emerging brand partnerships and experiential platform, Fraegranism

Dylan Vadera, co-founder of Fraegra, said: "We see niche fragrance as the next chapter for the group, one that allows us to engage a more discerning, experience-led customer.

"Vesa’s expertise and commercial acumen make him ideally placed to bring our vision to life with clarity and pace."

Viyan Vadera, co-founder of Fraegra, added: "Fraegra is about redefining the customer journey in fragrance retail. With Vesa’s proven ability to build brand-led retail environments and partnerships, we are confident we have the right leadership in place for a successful launch and long-term growth."

Fraegra will formally launch in late 2025, with further details to be announced in the coming months.