Sales of Dior’s Miss Dior, Gucci Flora and Paco Rabanne Phantom helped The Fragrance Shop achieve record Christmas sales in 2021.
The Manchester-headquartered company saw overall sales rise 38% in the six weeks to January 1, 2022, compared to the same period in 2019.
The business added its online performance helped drive up its total sales.
READ MORE: Turnover dips at The Fragrance Shop during latest financial year
The figures come after the retailer outlined plans to continue opening new stores despite the pandemic accelerating the transition to online.
However, it added that the shift “presents challenges to the ongoing viability of certain store locations”.
CEO Sanjay Vadera said: “Stores will always play a big role, offering expertise and a sensory experience that’s complementary to our online offer.
“But there’s no doubt our performance is powered by the investments we’ve made in digital as our customers choose how and when they shop with us on their terms.
“That’s why we’ve been bringing the in-store experience online. In addition to our e-commerce website that allows customers to virtually ‘match’ with their favourite scent and speak to one of our fragrance experts in real time, we’re also connecting with our customers in new and exciting ways.
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“Last year we launched our My TFS membership programme, where subscribers receive benefits such as free delivery and exclusive discounts, and we’re delighted with progress.
“And our third quarter was a huge milestone for us – as well as being one of the first fragrance brands to partner with TikTok for live-selling, we launched TFS Live, our exclusive live shopping channel, which goes from strength to strength.
“Across the 18 shows we’ve done since September 2021, we’ve featured special guests from brand experts to influencers and celebrities – with much more in the pipeline for 2022.
“This year will be a pivotal year for The Fragrance Shop – we’re looking forward to new product launches, hosting new events, more TFS Live shows, and moving into our brand-new, bespoke headquarters and fulfilment centre.”
The Fragrance Shop is set to move from its current headquarters in Acheson Way, Manchester, to a new central office and fulfilment centre at Metro 190 in Trafford Park this summer.
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