Fragrance firm unveils new HQ and production facilities

Co-founders James Sharpe, left, and Mike Sharpe

Crewe-based fragrance-led home and lifestyle brand, Fabulosa, has unveiled its new state-of-the-art HQ, production facility and warehouse in Nantwich.

With exceptional business success since launching in 2019 and closing the latest financial year, to August 31, 2021, with sales of £39m – a 100% year-on-year sales uplift – Fabulosa is preparing for further growth by centralising and upscaling its operations.

The firm is extending its focus to bring fragrance to alternative home and lifestyle sectors, widening its reach and disrupting other FMCG (fast moving consumer goods) categories.

The purpose-built 59,000 sq ft facility includes a 53,000 sq ft factory with an additional 30,000 sq ft of mezzanine levels across the site. It boasts a fresh, on-brand interior designed by Fabulosa’s chief fragrance officer, Jennifer Sharpe, alongside office interior designer Gary Cranson of Astaura.

This latest move will see Fabulosa up its production capabilities with fully automated filling and packaging production lines, with operational speeds of 120 bottles per minute and the ability to manufacture approximately 180,000 bottles per shift.

Automated product mixing systems allow for highly accurate blends, and a bespoke system to enable mixed pack creation as part of a streamlined process provides cost effective solutions for retailers and customers.

A new automated pallet wrapper has also been installed to ensure consistency of quality throughout transportation, with storage for up to 1,000 finished product pallets on site. The facility’s distribution bays can handle up to 15 trucks.

James Sharpe, co-founder and managing director, said: “After disrupting the cleaning market and continually exceeding targets to dominate the category, we have highly ambitious expansion plans in place.

“Within the cleaning sector consumers have previously been told what they like, what they want and the offering never changed. Fabulosa broke the mould, we viewed cleaning as if it was a perfume, and focused on fragrance – what do people really like, what do they wear, and this became the founding USP of the brand.”

He said the new Fabulosa factory and HQ has allowed the firm to incorporate additional space to enhance this all important consumer-centric focus, with facilities including a new formulation and testing laboratory with a highly qualified pharmacist, and media content studio.

“The move firmly consolidates our position as market leaders and comes at a pivotal point in our growth period as we strive to extend our market share further, while revitalising many other FMCG sectors.”

Established less than three years ago, Fabulosa said it has had a meteoric rise. First launching into the mature household cleaning category in 2019, Fabulosa has been rapidly taking market share. It says it’s not only achieving more liquid volume share than all other liquid disinfectants brands, but with its new product development (NPD) drive, the business has recently become the UK’s number one privately-owned brand in the entire cleaning market, by volume and value.

Fabulosa has supplied more than 100 million units and launched more than 150 fragrances since its launch, which are custom made by Fragrance Oils International, owned by the world’s largest perfumery and fragrance specialist, Givaudan, based in Geneva. Fabulosa’s range includes surface care, air care, laundry care and task specific ranges, including car care and garden care.