Member Article

Fabulosa Strengthens Presence in Convenience Sector

Fragrance-led home and lifestyle brand Fabulosa has bolstered its presence in the convenience channel by securing a new distribution partner.

The firm’s product range will now be distributed via Parfetts, one of the largest independent retail wholesalers in the UK, through its network of 8 cash and carry depots across the East and West Midlands, Yorkshire, Derbyshire, the Northeast, and Northwest.

Through the partnership, Fabulosa gains access to the 4,000 retailers served by Parfetts, including the wholesaler’s group of Symbol stores; Go Local, The Local and Go Local Extra. The cash and carry group giant will be carrying the popular multi-purpose sprays, disinfectants, room and fabric fresheners and all-purpose cleaners from the Fabulosa range in a variety of bestselling fragrances.

The move follows the brand’s phenomenally successful debut into the convenience sector last year and is expected to significantly aid the business’ continued expansion in the UK.

Ricky Lee, Sales Director at Fabulosa, commented: “Our early success in the convenience sector has highlighted a huge opportunity to grow the brand in this market. The results we have already witnessed through this channel are highly encouraging, and testament to the fact that there is a significant appetite for our products in convenience retail.”

Ricky continued, “Our valued retail and wholesale partners are of utmost importance to us, and we are thrilled to announce the partnership with Parfetts as part of our strategy to make fun and functional household cleaning products even more readily available to consumers across the nation, at great value.”

Following its entry into the FMCG market in 2019, through an expertly executed, fast-moving schedule of exciting category-leading new product development, together with highly effective marketing campaigns, Fabulosa changed the perception of cleaning, and has rapidly taken value and volume share from well-established iconic household brands.

Fabulosa has since leveraged its strategic positioning and focus to bring fragrance to alternative lifestyle sectors, widening reach and disrupting not only the cleaning sector but also other FMCG categories outside of this category including home fragrance (candles, wax melts and diffusers), shoe and trainer care, and personal (bath and body), whilst it continues to grow and innovate with prolific NPD ongoing in Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care.

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