Fabulosa Gears up for Growth with Premises Expansion

Fragrance-led home and lifestyle brand Fabulosa has secured the lease of a newly built 25,000 sq. ft warehouse to accelerate the growth of its flourishing export channel.

The firm, which manufactures a growing array of fragranced household products, will now benefit from additional warehouse space adjacent to its existing premises in Cheshire. The new site will allow for increased stockholding, supporting Fabulosa’s ambitious aims to grow its global sales. The business is also exploring production facilities overseas as part of its medium to long-term expansion strategy.

The development follows hot on the heels of yet another major international milestone; securing a listing in Coles, the biggest retailer in Australia, with a core, introductory range which will significantly increase Fabulosa’s reach in this territory.

Adam Burnett, Global Brand Director at Fabulosa, commented: “Demand for our brand continues to surge, and based on the success we have achieved to date through export, there is great potential to develop this channel even further. It’s hugely exciting to witness the growing appetite for our products on a global scale.”

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Adam continued, “Having the right infrastructure in place is crucial to meeting our overseas objectives, and substantially increasing our warehousing capacity is the first step in our next phase of growth. This investment places us in a strong position to increase our trade partner network and penetrate new markets.”

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 has made 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. Since then, the firm has launched in Middle Eastern and North African markets, and has recently celebrated a major international milestone, having secured distribution rights representing one billion of the world’s population.

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