Sweet smell of success for Perfume Direct

Heywood-based online retailer Perfume Direct has reported a 220% year-on-year sales growth, reaching 180,000 orders. The business is targeting annual sales to break the £10m barrier.

Founded in 2018 by brothers Chris and Greg Dalziel alongside Glen Page, Perfume Direct specialises in selling branded fragrances and gift sets with an expanding range of beauty, skin and haircare products.

The retailer 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 PerfumeDirect.com, 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 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. As an established and trusted retailer in this space, we are in pole position to lead the way in online fragrance and beauty retail and we look forward to embracing the opportunities that lie ahead.

“While a strong customer acquisition strategy is driving sales, our returning customer rate is 28 per cent and rising, as more and more people appreciate the ease and cost effectiveness of choosing and purchasing their preferred perfume with us. Exceptional customer service and increasing choice driven by our customers  is at the centre of everything we do.

“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 for PerfumeDirect.com, added: “Eyeing further growth,  we are constantly investing in our website to enhance the user experience and offer a shopping environment that is second to none. The business has recently expanded its product range by more than 75 per cent and 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.”

www.perfumedirect.com

 

News

College highlights support for hair and beauty sector with new year business opportunities

A PIONEERING salon highlighted its support for the hard-hit hair and beauty sector. Salon Ial at the new-look Coleg Cambria Yale site in Wrexham is offering space to start-up and mobile businesses, as well as job and training opportunities for those wanting to join the industry. The initiative is open to hairdressers, beauty therapists, complementary therapists, […]

Read More
News

5 things to improve if you want to move

Tips to attract house hunters as homebuying surge continues While some experts expected the housing market to slow once the government’s stamp duty holiday expired at the end of September, housing indexes and estate agents are indicating that demand for homes that are meeting buyers’ biggest priorities remains high. Research by Zen Internet has revealed […]

Read More
Gifts News

Bag a Black Friday ‘Deal a Day’ from ARRAN Sense of Scotland

Scottish family-run home and body care brand ARRAN Sense of Scotland are offering customers some fantastic Black Friday deals, giving Christmas shoppers chance to pick up some of its premium products at a fraction of the cost.   Friday 26th Nov: Black Friday 35% OFF Sitewide  ARRAN’s biggest ever Black Friday discount. Get 35% off everything including […]

Read More