Fragrance firm scents further expansion through growth of logistics capacity

New Fabulosa premises

Nantwich-based fragrance-led home and lifestyle brand, Fabulosa, has secured the lease of a newly-built 25,000 sq ft warehouse to accelerate the growth of its flourishing export channel.

The firm, which manufactures a growing array of fragranced household products, will now benefit from additional warehouse space next to its existing premises in Cheshire. The new site will allow for increased stockholding, supporting Fabulosa’s ambitious aims to grow its global sales. The business is also exploring production facilities overseas as part of its medium to long term expansion strategy.

In June last year the company announced it had expanded its geographical reach to the Middle East and North Africa.

The development follows hot on the heels of yet another major international milestone, securing a listing in Coles, the biggest retailer in Australia, with a core, introductory range which will significantly increase Fabulosa’s reach in this territory.

Adam Burnett, Global Brand Director at Fabulosa, said: “Demand for our brand continues to surge, and based on the success we have achieved to date through export, there is great potential to develop this channel even further. It’s hugely exciting to witness the growing appetite for our products on a global scale.”

He added: “Having the right infrastructure in place is crucial to meeting our overseas objectives, and substantially increasing our warehousing capacity is the first step in our next phase of growth. This investment places us in a strong position to increase our trade partner network and penetrate new markets.”

Following its entry into the FMCG (fast moving consumer goods) market in 2019, through a fast moving schedule of category-leading new product development, together with highly effective marketing campaigns, Fabulosa says it has changed the perception of cleaning, and has rapidly taken value and volume share from well established iconic household brands.

Fabulosa has since leveraged its strategic positioning and focus to bring fragrance to alternative lifestyle sectors, widening reach and disrupting not only the cleaning sector but also other FMCG categories outside of this category including home fragrance (candles, wax melts and diffusers), shoe and trainer care, and personal (bath and body), while it continues to grow and innovate in Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care.

The brand said it has made significant inroads into the export market.

With its sights set firmly on international expansion, Fabulosa has a presence in leading European retail chains representing 3,000 locations across the continent and its collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy.

Since then, the firm has launched in Middle Eastern and North African markets, and has recently celebrated a major international milestone, having secured distribution rights representing one billion of the world’s population.

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