The Perfume Shop reported like-for-like sales up 2% for the four weeks to January 1, driven by classic fragrances and gift sets.

The AS Watson owned retailer said its strong performance is down to its high level of customer service, and seasonally relevant product offering.

The Perfume Shop also said it has increased its accessibility with the opening of ten shops to total 199, and 11 shop-in-shops within sister retailer Superdrug. It has also been pushing its online shop over the period.

Jo Walker, managing director at The Perfume Shop said: “We are delighted with the results for 2010, particularly during such tough economic times and with the extreme weather conditions during the peak Christmas trading period. 

“I believe we continue to exceed our targets year on year due to the hard work and dedication from each team within the business. Introducing the shop-in-shop format within Superdrug has allowed us to reach a wider audience and it’s fantastic to see the passion and determination shown by our staff to deliver such an outstanding sales performance.”

2010 also saw The Perfume Shop benefit from some major fragrance launches. Buying director Keran Fordham said “launches including Gucci Guilty and Paco Rabanne’s Lady Million both produced impressive sales figures”, adding “classic fragrances and our wide range of gift sets always perform well during the Christmas trading period and our strong sales figures have provided a positive outlook for 2011”.