The Fragrance Shop enjoys 11.8% rise in festive sales

The Fragrance Shop said it experienced a successful festive period as multi-channel retailing continued to boost sales.

In the five weeks to 27 December, total sales rose by 11.8% while underlying like-for-like sales edged up 5%.

Multi-channel retailing continued to fuel sales which led to strong growth in customers using the retailer’s Click and Collect service.

Having added an extra 18 stores to its portfolio this year, the Manchester based retailer opened its 171st store in December.

Sanjay Vadera, chief executive of The Fragrance Shop, said: “Our Christmas trading figures demonstrate that The Fragrance Shop continues to be First For Fragrance. Our drive for innovation in the fragrance retailing industry has seen us launch a one hour ‘Click and Collect’ service while expanding our store portfolio.

“In the multi-channel age, customers still want to try out the fragrance they are buying for a loved one, which is why services like Try It First are proving so popular.”

Pete King, managing director, added: “Black Friday saw an earlier surge in sales this year, bringing trading forward, but last minute sales continued to give us our largest sales days with Christmas Eve proving the busiest day of the year.”

Founded with a single store in 1995, The Fragrance Shop now has 171 shops across the UK and plans to open 25 new stores in 2015. In the year to 31 March 2014, the retailer’s annual sales climbed by 11.2% to £90.1million.

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