Shoppers-favorite Fabulosa enters convenience channel

Fast-growing fragrance-led household cleaning brand Fabulosa has entered into the convenience channel via a deal with SPAR wholesaler James Hall & Co.

The wholesaler will distribute the Crewe-based group’s range of products to about 600 SPAR-branded convenience stores across the UK. The product range will include Fabulosa’s multipurpose trigger sprays, concentrated disinfectants, and Spray & Wear line, reports said.

“We love the different challenges and dynamics that each retail channel presents, and we are delighted to be introducing our extensive and innovative fragrance-led product portfolio to this sector,” Kam City quoted Adam Burnett, Marketing Director of Fabulosa, as saying.

“After continually exceeding targets to dominate and disrupt the cleaning market, we have hugely-ambitious expansion plans in place.

“We play an integral role in the retailer’s strategic growth within the categories we operate and are very much looking forward to getting stuck into the convenience sector with SPAR UK and James Hall & Co., and building further relationships in this channel.”

The move into convenience follows the brand growing sales by 100 percent to £39 million in its last financial year to 31 August 2021. Fabulosa’s products are already listed in retailers such as B&M, Poundland, Home Bargains, Asda, and Aldi as well as Amazon.

The company has recently opened a new production facility and warehouse in Nantwich, Cheshire.

Launched in 2019, Fabulosa rose to popularity rapidly taking market share. It is being said that it is not only achieving more liquid volume share than all other liquid disinfectants brands, but with its new product development drive, the business has recently become the UK’s number one privately-owned brand in the entire cleaning market, by volume and value.

Fabulosa has launched more than 150 fragrances since its launch, custom made by Fragrance Oils International, which is owned by the world’s largest perfumery and fragrance specialist Givaudan, based in Geneva.

One of its recent launches Fantabulosa became an instant hit among shoppers as its scent is said to be very similar to celebrity perfume from Britney Spears Fantasy.