Fragrance-led Cheshire home and lifestyle brand, Fabulosa has strengthened its management team with the appointment of senior marketer Sara Hassan as head of brand.
With over 15 years’ experience in marketing and communications, Hassan brings a deep understanding of retail and consumer marketing, and a proven ability to build strong brands. She has successfully led strategic marketing campaigns for several major names including, most recently, Arighi Bianchi – the leading, fellow Cheshire, independent home furnishing retailer where she held the head of marketing post.
Hassan now joins the Fabulosa team to help shape and drive the overall brand marketing strategy and direction.
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Adam Burnett, global brand director at Fabulosa said: “Since our formation six years ago, Fabulosa has achieved significant growth, driven by innovation and strategic expansion into both established and emerging markets.
“As we look to build on this momentum, continued investment in our brand is essential. With that in mind, we are delighted to welcome Sara to the Fabulosa team as our new head of brand. Her expertise and leadership will play a pivotal role in shaping our brand strategy and amplifying our market presence.”
Hassan added: “I’m thrilled to be joining Fabulosa at such an exciting time of growth for the business. The brand has experienced a remarkable evolution in recent years, establishing a strong presence not only in the UK but in overseas markets too, and I look forward to working with the team and continuing to build on this success, delighting our UK and international consumers with even more newness and innovation.”
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 has rapidly taken value and volume share from well-established household brands.
Very early on, Fabulosa established itself as a fragrance brand – if a product can benefit from fragrance, Fabulosa will develop and disrupt the relevant category accordingly. Fragrance innovation remains Fabulosa’s primary focus with trend/insight-led fragrance launches every season, inspired by fragrance, fashion and interior design.
Having firmly established the brand in the UK, the Fabulosa team now runs an international operation from its base in Nantwich. Fabulosa began building its export channel in 2021 and has since achieved significant international growth. The brand now distributes its fragranced household cleaning products across Europe, Africa, West Asia and Australia.
