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Apr 12, 2022
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Fragrance Direct's new owner reveals online relaunch

Published
Apr 12, 2022

Online beauty retailer Fragrance Direct has relaunched its e-commerce platform and brand positioning a year after coming under new ownership.  


Fragrance Direct



It has migrated its website from a third-party platform onto a proprietary solution owned and developed by parent company Maximo Group.

Maximo is a joint venture between the owners of another online beauty business allbeauty, plus private investors and the Guernsey Investment Fund. When it bought the business, it created one of the UK’s largest online beauty operations with annual sales of £181 million and a 1.7% share of the £29 billion beauty & personal care market.

Now the refreshed Fragrance Direct is aiming to “drive loyalty among value-seeking shoppers and cost-efficiencies in the business”.

The company said that by switching to the Maximo platform, Fragrance Direct is “able to build out a more dynamic offer for its value-hunting consumers. Online beauty purchasers typically like to shop around, seeking out the best prices and fastest service. The new platform provides greater functionality for competitive pricing, which Fragrance Direct will combine with brand-led promotions and events to drive repeat business and keep its everyday value brand promise”.

The brand was founded as far back as 1993 and launched its first website in 1998. It currently offers more than 500 popular beauty brands and “now plans to strengthen its reputation as the online home for fragrances. With greater capacity Fragrance Direct will widen its selection of fragrance-related products such as home fragrances and candles to ensure shoppers can find the gifts and treats they want at the best price”.

It claims more than 1.69 million unique users visit each month, accounting for the annual turnover of more than £55 million. Women aged 18-35 represent two-thirds of its shoppers.

The company said that the starting point for the brand refresh is recognition of its core customers as “experience-seekers and value-hunters who consider indulgence a key part of a healthy lifestyle. Guilt-free, regular self-gifting is an essential element of self-care for its customers”.

The new visual identity “serves to elevate the online shopping environment and give consumers a brand they can connect to. A hand-illustrated wordmark adds a human touch, and the brand’s strong personality is heard loud and clear through a trusted, value-driven, bold and positive tone of voice”.

The company has also invested in improving the overall service as well as the look and feel and said Fragrance Direct orders will be fulfilled from a new “state of the art” warehouse in Birmingham, where allbeauty orders are also fulfilled.

CEO Mathew Gully said: “Fragrance Direct was an early pioneer in pureplay retail but in order to drive customer loyalty in the competitive, online value beauty market we have recognised the need to carve out a clear position within in the market. 

“The relaunch is a new chapter. By taking positive steps forward to create a strong personality, we can further strengthen our connections with our customers. By switching our website to our proprietary platform and improving the online shopping environment, we can also strengthen the offer for our brand partners and start to grow a profile for Maximo Group and its e-commerce capabilities.

“Our ambition is to become the online home for fragrance and we will continue to expand and sell the most complete range of fragrance products, from the best-selling popular brands to niche, trending and undiscovered brands, all within an improved and competitively priced e-commerce environment.”

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