Fragrance Direct relaunches website one year after Maximo acquisition

Online beauty retailer Fragrance Direct has revamped its website and unveiled a brand refresh - one year after it was acquired by the Maximo group. Fragrance Direct has now migrated its website from a third-party platform onto a proprietary solution owned and developed by the Maximo Group. The opportunity arose after Maximo Group acquired the Fragrance Direct business in March 2021, creating one of the UK’s largest online beauty groups with annual sales of £181m. The group is the owner of another direct-to-consumer beauty and personal care retailer allbeauty. By switching to Maximo Group’s proprietary e-commerce platform, Fragrance Direct said it is “able to build out a more dynamic offer for its value-hunting consumers”. The new platform provides greater functionality for competitive pricing, which Fragrance Direct will combine with brand-led promotions and events to drive repeat business. Fragrance Direct, which was founded in 1993 and launched its first website in 1998, currently offers more than 500 beauty brands and now plans to “strengthen its reputation as the online home for fragrances”. With greater capacity Fragrance Direct will widen its selection of fragrance-related products such as home fragrances and candles. More than 1.69 million unique users visit the Fragrance Direct website each month, accounting for the retailer’s annual turnover of more than £55m. As part of a group-wide investment, Fragrance Direct orders will be fulfilled from a new state warehouse in Birmingham. The Maximo Group’s new consolidated facility brings distribution for both Fragrance Direct and allbeauty under one roof for the first time, providing a streamlined logistics supplier experience for authorised brand partners and “fast and efficient fulfilment for customers”. Mathew Gully, Fragrance Direct CEO, said: “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 clear position within the market. The relaunch 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 and start to grow a profile for Maximo Group and its e-commerce capabilities.” He added: “Our ambition is for Fragrance Direct to become the online home for fragrance and we will continue to expand and sell the most complete range of fragrance products, from the best-selling popular brands to niche, trending and undiscovered brands, all within an improved and competitively priced e-commerce environment.”