The Fragrance Shop delivers 'record' sales ahead of international expansion

The Fragrance Shop has reported a 4.6% increase in sales for the five weeks ending 28 December 2024, supported by "record-breaking" achievements both in-store and online.

The high street chain reported "exceptional" in-store activity over the festive period, with traffic soaring by 98.5% compared to an average day.

It comes after The Fragrance Shop continued its expansion strategy in 2024, opening six new stores and completing three upsize refurbishments.

Looking ahead, the retailer remains committed to enhancing its store estate, blending innovative digital tools with elevated in-store experiences.

As part of this, 2025 marks the start of the retailer's international expansion, with its first international store set to open in Dublin this year.

Plans for additional store openings further afield are also underway, with other locations set to launch later this year as part of its global retail strategy.

The Fragrance Shop’s new and improved app, designed to deliver a personalised shopping experience for customers, is also "top priority" for the business in 2025 as it strengthens its omni-channel offering.

Other highlights

• Gift sets experienced growth, reflecting strong consumer demand and their continued popularity as a "go-to" gifting option.
• Dior remained the top-performing brand, while Valentino, Givenchy, and Carolina Herrera recorded standout performances.
• Top products included Dior’s Sauvage, which led the men’s category, and Carolina Herrera’s Good Girl, which secured the fourth spot overall, reflecting demand for premium offerings.

Sanjay Vadera, Chief Executive Officer at The Fragrance Shop, said: "2024 was a true milestone year for The Fragrance Shop, not only because of our record-breaking sales, store expansions, and digital innovations but we proudly celebrated our 30th anniversary.

"From setting a World Record to launching our new e-commerce app, last year was a testament to our commitment to evolving with our customers and delivering the very best fragrance experiences.

"As we move into 2025, we are focused on continuing to grow our membership offering, investing in our stores to ensure a seamless and unified brand experience nationwide, and taking The Fragrance Shop to new heights—both in the UK and internationally."