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Fragrance Direct relaunches following acquisition


Macclesfield-based online beauty retailer, Fragrance Direct has revealed its rebrand a year after its acquisition by Maximo Group.

The £55m+ company has also launched a new e-commerce website, targeting shoppers who like to treat themselves and others.

The company stated that the rebrand was focused on making it more relevant to its core audience. With more than 1.69m unique users each month, two thirds of its shoppers are 18-35 year old women.

It identified this core audience as “experience seekers” and “value hunters” who considered indulgence “a key part of a healthy life-style.”

The new visual identity has been designed to highlight the “positivity of an indulgent attitude” with a hand-illustrated word mark. A condensed version uses the FD initials.

“Fragrance Direct was an early pioneer in pure-play retail but in order to drive customer loyalty in the competitive, online value beauty market we have recognised the need to carve out a focussed positioning for the business,” explained Chief Executive Officer Mathew Gully.

“The rebrand is a new chapter for Fragrance Direct and for the Maximo Group. By taking positive steps forward to create a strong personality, we can further strengthen our connections with our customers. By switching our website to our proprietary platform and improving the online shopping environment, we can also strengthen the offer for our brand partners.

“Our ambition is for Fragrance Direct to become the online home for fragrance and we will expand and  sell the most complete range of fragrance products, from the best-selling big, popular brands to niche, trending and undiscovered brands, all within an improved and competitively priced e-commerce environment.”

Its acquisition by Maximo Group in March last year created one of the country’s largest online beauty groups, with annual sales of £181m.

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