Fragrance Shop to Focus on International Growth in 2025

The Fragrance Shop, the UK’s leading fragrance retailer, is proud to celebrate a successful close to 2024, with record-breaking achievements across in-store and online channels. From officially creating the world’s largest fragrance wall to launching a new e-commerce app, the brand continues to delight customers and lead the fragrance industry into a new era of innovation.

For the five weeks ending 28th December 2024, The Fragrance Shop achieved an impressive +4.6% sales growth year-on-year, supported by strong performance across all categories. In December, the brand also set a new record for the world’s largest fragrance wall, showcasing its creativity, leadership, and passion for the fragrance industry.

The peak festive season saw exceptional in-store activity with traffic soaring by +98.5% compared to an average day, highlighting the continued importance of physical retail during the holidays.

December also marked the launch of The Fragrance Shop’s New & Improved App, designed to deliver a seamless and personalised shopping experience for customers. The app provides easy access to membership benefits, perks, and exclusive deals. Building a strong customer base on this platform will be a top priority for the brand in 2025, further strengthening its omni-channel offering.

The Fragrance Shop continued its ambitious expansion strategy in 2024, opening six new stores and completing three upsize refurbishments, all of which delivered exceptional trading results during the peak festive season. Looking ahead to 2025, the brand remains committed to enhancing its store estate, blending innovative digital tools with elevated in-store experiences.

In addition to domestic growth, 2025 marks the beginning of The Fragrance Shop’s international expansion. The brand’s first international store is set to open in Dublin, bringing its expertly curated fragrance offering to a new audience. Plans for additional store openings further afield are already underway, with locations set to launch later in the year as part of The Fragrance Shop’s global retail strategy.

Sanjay Vadera, CEO of The Fragrance Shop, said: "2024 has been 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. Marking three decades as the UK’s largest independent fragrance retailer has been an incredible moment for our business, our teams, and our loyal customers who have been at the heart of our journey.

From setting a World Record to launching our new e-commerce app, this year has been 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.”