Home Manchester Record Year For PerfumeDirect.com

Record Year For PerfumeDirect.com

Online fragrance retailer Perfume Direct has reported a record year, with total sales rising by a massive 220%. The business is targeting annual sales to break the £10m barrier as it gears up for the Christmas period with new digital features and an expanded team.

Founded in 2018 by brothers Chris and Greg Dalziel alongside Glen Page, Perfume Direct is fast becoming a leading player in the online fragrance sector. Specialising in branded fragrances and gift sets, in the past year it has also expanded its range of beauty, skin and haircare products.

The retailer, which is based in the North West, 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 Perfume Direct 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 for their favourite products 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.


“We’ve worked hard to establish a strong brand and become a trusted retailer in this space; we’ve also created a strong customer acquisition strategy and our returning customer rate is 28 per cent and rising.

“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 added: “Eyeing further growth, we are constantly investing in our website to enhance the user experience and this month we’ve 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 our 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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