The Perfume Shop announced an investment of £2.5m in “industry-leading warehouse automation technology” as it looks to reduce environmental impact and future-proof its distribution capabilities.

The Perfume Shop fascia Bluewater

The Perfume Shop’s investment strategy will help advance customer growth.

The UK’s largest fragrance retailer has launched a new warehouse automation system at its warehouse in Dunstable, which will lead to “improved efficiencies with three times quicker processing of customer orders and a reduction in packaging of 40%.”

The retailer reported sales of over 500,000 fragrances in the week leading up to Christmas; its busiest day online was December 10 with over 31,748 bottles sold.

The Perfume shop said the new investment delivered by Breathe Technologies alongside the new website re-platform will further advance customer growth and help it future-proof its distribution capabilities.

The Perfume Shop managing director Gill Smith said: “This scale of investment demonstrates The Perfume Shop’s commitment to our customers, our communities and our colleagues.

“While we remain committed to delivering a brilliant customer shopping experience, we’re also seeing our e-commerce business move from strength to strength. Investment into warehouse automation will ensure we’re keeping up with the increasing demands of our online business.”