Fabulosa secures first international listing as it targets £40m revenues

Mike and James Sharpe, co-founders of Fabulosa

Cleaning brand Fabulosa has struck its first major overseas listing which will see its stock listed in 100 stores across France.

The brand, which is targeting sales of £40m, secured the listing with discount chain Babou, owned by B&M, giving the Crewe-headquartered business its first foray into the European market.

The deal comes after the publication of the latest 52-week data to March 21 from independent research and insight body Kantar which reveals the brand is now ahead of Dettol in terms of volume market share and shoppers buy more units of Fabulosa per shopping trip than the likes of Dettol or Zoflora.

Marketing director Adam Burnett said: “Fabulosa is a great value product which means it is accessible for the majority.

“Customers enjoy trying and testing new fragrances alongside their firm favorites and don’t have to think too much about the impact it has on their overall spend.

“We have bought impulsive shopping behaviors to a stagnant and boring category.”

The company has also entered into five new household categories; paper products (kitchen roll and toilet roll); car care, personal care; outdoor care; and gift sets/collectables.

These new entries come after Fabulosa secured listings in grocery chains Morrison’s, Ocado and Asda.

These new entries come following Fabulosa’s listings in grocery chains Morrison’s, Ocado and Asda.

James Sharpe, managing director said: “Reviewing our growth trajectory, it’s been another incredible few months here at Fabulosa HQ.

“To secure such major market gains in the established disinfectant market, and then go on to successfully enter into several other categories, with the firm intention to be just as disruptive with our product innovation and creative approach on an international scale, is a testament to our vision for the brand and belief in what we can achieve.

“Every day we set ourselves new challenges, to keep driving Fabulosa forward and the results are speaking for themselves.

“Earlier this year we celebrated our record growth, achieving a substantial £30m of sales in 2020 and targeting a £40m turnover in 2021. We are now set to smash this end of year target and have re-forecasted, that we will achieve over £50m sales by the end of this year.”

“We are building a winning team combining family heritage and new expertise. Myself, my wife Jen and my parents Mike and Julie are fully immersed in the business and new additions such as Adam Burnett (Marketing Director) and Mike Pritchard (Operations Director), will only continue to make us a force to be reckoned with.”