Strong 2010 leaves The Perfume Shop confident for 2011
2% LFL sales increase in four weeks to 1 January
Specialist UK fragrance retailer The Perfume Shop says it recorded like for like sales up 2% for the four weeks ending 1 January despite tough trading conditions throughout the period. This concluded a strong 2010 for the AS Watson owned retailer, which last year expanded to 199 stores across the UK and Republic of Ireland, opening ten new standalone stores and 11 shops within shops at sister AS Watson retailer Superdrug.
“We are delighted with the results for 2010, particularly during such tough economic times and with the extreme weather conditions during the peak Christmas trading period,” says Jo Walker, md at The Perfume Shop. “I believe we continue to exceed our targets year on year due to the hard work and dedication from each team within the business. Introducing the shop-in-shop format within Superdrug has allowed us to reach a wider audience and it’s fantastic to see the passion and determination shown by our staff to deliver such an outstanding sales performance.”
For 2011, The Perfume Shop says it will continue to invest in its e-commerce division, which recorded strong growth for the second year running; it achieved more online sales in the first week of December 2010 than in the whole of 2008.
The company says it aims to drive further growth throughout the business by continuing to invest in its staff, offering customers a wide variety of products at a range of price points, looking at innovative ways to engage with customers, continuing to develop and grow the e-commerce operation and showcasing its core messages through marketing and PR, spearheaded by national TV advertising at key seasonal periods.
