Fabulosa hits international sales landmark

Fragrance-led home and lifestyle brand, Fabulosa, has announced it has sold a staggering 15 million units in Europe through its retail partner Action, equating to enough liquid sold to fill 5 Olympic-size swimming pools.

Action, the fastest-growing non-food discounter in Europe, stocks a core Fabulosa range in all of its 2600+ stores across 11 countries. Over 1 million units are now sold every month through the retailer, evidencing an unabating appetite for Fabulosa’s fragranced household cleaning range across the continent.

The Nantwich-headquartered firm began building its export channel in 2021, and since entering the global marketplace, international sales have grown from contributing 3 percent to the business’ overall turnover to 30 percent. Despite facing many challenges such as significant shipping delays and skyrocketing costs, Fabulosa is disrupting cleaning aisles overseas and effectively applying its innovative approach to fragrance and product development to replicate its phenomenal domestic growth.

Adam Burnett, Global Brand Director at Fabulosa, commented: “Surpassing the 15 million unit mark is an incredible achievement. We are incredibly proud of the success we have achieved to date in Europe, which would not have been possible without the support of our valued retail partner, Action.

Adam continued, “Investing in our manufacturing facilities and forging strong relationships with our partners have remained important drivers of our growth through export, and today, we are a brand with proven global appeal.”

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.

The brand is also making significant inroads into the export market. With its sights set firmly on international expansion, the brand has a presence in leading European retail chains representing 3,000 locations across the continent and Fabulosa collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy.