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Retail Industry News

Sweet Smell of Success for Perfume Direct


Heywood-based online retailer Perfume Direct has reported a 220% year-on-year sales growth, reaching 180,000 orders. The business is targeting annual sales to break the £10m barrier.

Sweet Smell of Success for Perfume Direct


"We have been experiencing rapid growth for the past three years, but this has been an exceptional 12 months."
Chris Dalziel from PerfumeDirect



Founded in 2018 by brothers Chris and Greg Dalziel alongside Glen Page, Perfume Direct specialises in selling branded fragrances and gift sets with an expanding range of beauty, skin and haircare products.

The retailer has seen demand more than triple in the past 12 months, which it says isn’t just the result of the general shift towards online commerce but stems from the team’s continued investment in its digital platform and data-led marketing. 

Chris Dalziel from PerfumeDirect said: “We have been experiencing rapid growth for the past three years, but this has been an exceptional 12 months. There has been an exponential shift in the way people purchase fragrance and beauty, accelerating the ecommerce opportunities in this sector, which we’ve capitalised on – meeting consumer demand and customer service expectations.

“Until the pandemic hit, the fragrance sector as a whole had been slow to appreciate the ecommerce opportunity, however the step change in shopping habits means that a digital-first approach is being widely adopted. As an established and trusted retailer in this space, we are in pole position to lead the way in online fragrance and beauty retail and we look forward to embracing the opportunities that lie ahead.

“While a strong customer acquisition strategy is driving sales, our returning customer rate is 28 per cent and rising, as more and more people appreciate the ease and cost effectiveness of choosing and purchasing their preferred perfume with us. Exceptional customer service and increasing choice driven by our customers  is at the centre of everything we do.

“To support our expansion, we have made significant hires in customer service, product procurement and marketing – bolstering our team as we advance our digital offering and capabilities.”

Jonny Webber, Head of Ecommerce for PerfumeDirect.com, added: “Eyeing further growth,  we are constantly investing in our website to enhance the user experience and offer a shopping environment that is second to none. The business has recently expanded its product range by more than 75 per cent and launched a new interactive ‘Fragrance Finder Tool’ to help match shoppers with scents based on their personal preferences. 

“We think our new Fragrance Finder Tool will be a big success. The tool suggests fragrances against past purchases and perfume note preferences to serve shoppers with a range of compatible options. We will also be enhancing or loyalty scheme and expanding our gift wrapping service to include personalised gift notes as the Christmas shopping season starts to ramp up over the next few months.”

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Ten Times Ten

Analytics, Modelling & Business Intelligence Specialists