The Fragrance Shop gets festive boost from luxury category, Sniff Bars

By

Barbara Santamaria

Published
Jan 10, 2019

The Fragrance Shop has hailed its new in-store ‘Sniff Bars’ a success, after seeing a 3.6% uplift in like-for-like sales in the six-week period ended 29 December.

The perfume bars, available in a series of shops across the country, invite customers to discover a range of designer perfumes and get expert advice. Customers can scan a product’s QR code using their phone camera to make orders, and receive a free sample of their chosen fragrance to take home until their order is delivered.

This initiative, coupled with a 19.3% rise in online sales, helped the fragrance retailer enjoy a buoyant festive period. Strong collaborations with brand partners and the luxury category, which continues to be the fastest-growing consumer segment at the retailer, also helped drive sales growth.

"Following strong Christmas 2018 trading figures, it's clear fragrance continues to hold timeless appeal as a gift for loved ones or as a treat for customers themselves,” commented chief executive officer Sanjay Vadera.

"Feedback has also shown our customers value our approach that combines competitively priced luxury fragrances, extensive choice, with an expanding store portfolio and new customer initiatives, delivered by our fantastic store teams."

“Our Sniff bars are a great example of how we have combined the retail and digital in easy to access locations,” he continued.

The Manchester-based business is planning to open more Sniff Bars in Birmingham, Leeds and at Intu Merry Hill this year.