Depp helps The Fragrance Shop to woo shoppers

MOVIE star Johnny Depp has helped boost sales for independent perfume retailer The Fragrance Shop by 11.6% in the five weeks to December 26 compared to the same period last year.

The 175-store business said its top performing perfumes during the Christmas period were Bamboo, the new scent from Gucci, and the newly launched Dior Sauvage, whose advertising campaign featured Depp.

Fragrances from other luxury fashion houses Chanel, Yves Saint Laurent, Viktor & Rolf and Mugler were also big sellers.

The company said its focus on service in store and online had continued to drive sales, evidenced by customer satisfaction scores now at 97%*, and helped the retailer become a destination for luxury shoppers.

Chief executive Sanjay Vadera said: “The timeless appeal of fragrance  continues to make it one of the most popular choices for gifts at Christmas, whilst Britons’ love affair with luxury put new perfumes from high-end fashion houses high on people’s lists.

“Our complete focus on bringing those brands to customers within the best possible retail experience continues to be the secret of our success, with The Fragrance Shop fast-becoming a destination of choice for luxury shoppers.”

Managing director Pete King added: “Enhancements in our multichannel offer, such as one-hour click and collect, order in store and ‘refund anywhere’ services, have created a stress-free and seamless experience for our customers, giving them ultimate convenience in how they shop.

“This – alongside unrivalled service in store and value for money – continues to underpin our sales performance and customer satisfaction. It has also enabled us to outperform the market in luxury fragrances and made this our fastest-growing segment.”

The Fragrance Shop, which operates 175 stores, opened nine new outlets during 2015 and plans to open a further six in the first three months of 2016.