Member Article

Fabulosa Achieves Category Leader Status by Volume Sales

Home cleaning and lifestyle brand Fabulosa is celebrating yet another monumental milestone, as the latest Kantar data * reports that the brand has achieved a larger volume * * market share of the home disinfectant market than mature household cleaning brands Zoflora and Dettol.

Adam Burnett, Marketing Director comments: “This is something we are incredibly proud of after only 2.5 years in existence. Our two main cleaning brand competitors have an enormous amount of history behind them, however our meteoric growth has proved that consumers are hungry for new fragrances and choice, looking for their cleaning products to lift more than dirt alone. They want their spirits to be lifted, so they can feel invigorated and be proud of the finish they have achieved, delivering a grime / germ-free result, and a wonderfully fragranced home to be proud of. They want excitement. With every product launch, we have delivered this over and above for our customers, and now the figures speak for themselves.”

Moreover, Fabulosa states that over the next 12 months and beyond, the brand has no plans to rest on their laurels and slow down.

Adam continues: “We will continue to be fanatical about fragrance and continue to revitalise our core proposition via new scents – but that’s not all. We have some exciting plans within totally new categories which will truly complete our transformation from cleaning brand to lifestyle fragrance brand. We already have some exciting plans in place for 2022 with a clear focus on even more Seasonal-led Collections, Calendar-led Collections, Trend-led Collections and Charity-led Collections.

“Our ethos is simple – we want to smell good, look good and do good and will continue to wholeheartedly focus on being the best versions of ourselves via fantastic fragrance, fantastic products and design - as well as entertaining, empowering and motivating our amazing community of loyal fans – which continues to grow by thousands and thousands each month.”

Launching only the previous year, Fabulosa achieved sales of £30 million in 2020 and a substantial EBITDA of £5 million.

References *Kantar - Worldpanel FMCG - w/e 11th July 2021

• • Volume defined by number of litres sold

This was posted in Bdaily's Members' News section by Lindsay Jones .