perThe Fragrance Shop has named Vesa Kalho as Chief Brand Officer of Fraegra, the group’s upcoming niche perfume brand retail concept.
Fraegra, which is slated to launch later this year, is being incubated within the independent British fragrance retailer.
It has been described as a strategic response to the “rising demand for artisanal, curated fragrance experiences”.
Kalho will lead the commercial execution of the concept, overseeing buying, trading, merchandising and customer propositions.
He will also play a role in shaping Fraegra’s emerging brand partnerships and experiential platform called ‘Fraegranism’.
“We see niche fragrance as the next chapter for the group, one that allows us to engage a more discerning, experience-led customer,” said Dylan Vadera, co-founder of Fraegra.
“Vesa’s expertise and commercial acumen make him ideally placed to bring our vision to life with clarity and pace.”
Kalho brings more than two decades of senior leadership to the role within the premium and luxury fragrance sector, having previously held roles at luxury department stores Harrods and Fenwick.
He most recently served as Head of Beauty Buying at Fenwick, where he led the £10m transformation of the Newcastle, UK, flagship beauty hall.
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.”