The Fragrance Shop has reported a bumper Christmas as like-for-like sales surged, helped in part by the popularity of a One Direction perfume.
The Manchester-based retailer said like-for-like sales rose 8.1% in the five weeks to December 28, aided by a strong product offer and its first TV advertising campaign.
The top-performing fragrances included Chanel’s iconic No 5, which was promoted via a high-profile advertising campaign that used footage of Marilyn Monroe, perfume from Dior and Paco Rabanne as well as the fragrance by pop group One Direction.
The Fragrance Shop chief executive Sanjay Vadera said: “Fragrance has always been one of the most personal gifts people give at Christmas and it now appears to be more popular than ever. This is demonstrated by the sheer variety of our leading fragrances this year, from luxury brands such as Chanel to celebrity brands like One Direction.
“Our TV sponsorship campaign was a major investment and has undoubtedly increased awareness and enhanced our brand, which is now among the most compelling multichannel offers on the high street. After a very happy Christmas we are feeling confident about 2014.”
The Fragrance Shop now has 155 shops across the UK and plans to open 20 more during 2014. In the year to March 31, 2013, total sales climbed 15% to £81m.