Member Article

Distribution Milestone for North West-based Fabulosa

Fabulosa, the fragrance-led home and lifestyle brand, is celebrating a distribution milestone as it enters directly into the convenience channel.

James Hall & Co. Ltd will distribute Fabulosa’s diverse range of products to the extensive SPAR UK network, enabling Fabulosa to access up to 600 SPAR branded convenience stores throughout the UK.

The wholesaler is stocking Fabulosa’s range of multipurpose trigger sprays, 220ml concentrated disinfectants and Spray & Wear – available in hugely popular fragrances – Fresh Breeze and Electrify

Adam Burnett, Marketing Director of Fabulosa, commented: “We love the different challenges and dynamics that each retail channel presents, and we are delighted to be introducing our extensive and innovative fragrance-led product portfolio to this sector. After continually exceeding targets to dominate and disrupt the cleaning market, we have hugely-ambitious expansion plans in place.

“We play an integral role in the retailer’s strategic growth within the categories we operate and are very much looking forward to getting stuck into the convenience sector with SPAR UK and James Hall & Co. Ltd, and building further relationships in this channel.”

The direct move into convenience follows significant growth for the brand, which saw it close the latest financial year (ending 31 August 2021) with sales of £39m - a 100% year-on-year sales uplift. Fabulosa has developed a substantial and diverse portfolio of retail partners such as B&M, Poundland, Home Bargains, Asda and Aldi, with over 200 shelf locations across 24 retailers, firmly establishing its position across multiple categories.

Established less than three years ago, Fabulosa has had a meteoric rise. First launching into the mature household cleaning category in 2019, Fabulosa has been rapidly taking market share. It’s not only achieving more liquid volume share than all other liquid disinfectants brands, but with its unique prolific new product development (NPD) drive, the business has recently become the UK’s number one privately-owned brand in the entire cleaning market, by volume and value. (Kantar 52 w/e December 26th 2021)

This was posted in Bdaily's Members' News section by Melissa Chawner .