Pure Beauty

Dior drives sales boom for The Fragrance Shop over Christmas

By Alessandro Carrara | Published: 24-Jan-2025

The perfume retailer is gearing up to expand internationally in 2025, with its first store outside of UK opening in Dublin later this year

The Fragrance Shop has reported a strong end to 2024 with bumper sales over Christmas.

The UK perfume retailer saw sales increase by 4.6% year-on-year, supported by a robust performance across all categories and standout sales of Dior products.

Valentino, Givenchy and Carolina Herrera were also highlighted as top performers for the festive trading period.

It comes as The Fragrance Shop kicks off its international expansion plans for 2025.

The brand’s first international store is set to open in Dublin this year, with additional store openings “further afield” already in the works.

"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,” said Sanjay Vadera, CEO of The Fragrance Shop.

“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."

The Fragrance Shop also opened six new stores and completed three upsize refurbishments in 2024, which supported the brands’ trading results.

The Fragrance Shop set a new Guinness World Record in December after it unveiled the world’s largest fragrance wall at its Manchester headquarters.

The installation, which now stands as a permanent feature, is part of the retailer’s celebrations marking 30 years of business.

Measuring 15.27m in height and 15.9m in width, the wall houses a collection of 3,000 fragrances.

"From setting a Guinness 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,” Vadera added.

“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.”

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