Fragrance and cleaning brand Fabulosa is planning to expand into five continents as its export push continues following a major funding boost.
The Cheshire brand’s parent company My Fabulosa to allow it to invest in equipment and production space to meet strong export demand. Fabulosa says more than 50% of its revenue now comes from exports.
The business was founded in 2019 by father and son Mike and James Sharpe in Nantwich with a mission to develop fragrances and to develop and market new products quickly. The company says: “If a product can benefit from fragrance, Fabulosa will develop and disrupt the relevant category accordingly.”
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It now plans this year to expand its operations in Europe, Australia, Africa, Asia and North America.
In Europe, Fabulosa products are available in more than 3,000 Action stores across 13 countries. The company has now secured a partnership with Denmark’s biggest retailer, the Salling Group, paving the way for products to be sold through Netto.
In Australia the brand is focusing on scaling distribution through supermarket group Coles and Amazon a. It has also agreed a distribution agreement for South Africa, with trials under way in selected Spar SA stores.
Fabulosa says it “is currently engaged in early-stage discussions with several major US retail partners”. Its products are also sold through TikTok US, Amazon US and Walmart Marketplace.
And the company says it is “in advanced negotiations with one of India’s largest e-commerce and quick-commerce organisations” as it bids to move into South Asia.
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Adam Burnett, global brand director said: “At Fabulosa, we believe that strong partnerships are the heartbeat of great retail. Our growth story is powered by the collaborative relationships we’ve built with our retail partners - from large multinational chains to local distributors, who share our passion for innovation, fragrance and customer delight.
“We’re proud to be expanding our international footprint, and our recent successes mark a key milestone in our global journey.”
Announcing HSBC’s backing for Fabulosa last month, Zubayr Atcha, the bank’s global relationship director, said: “We’re proud to support My Fabulosa as it accelerates its growth strategy. The investment in new machinery is a vital step in helping the business scale up production, expand into overseas markets, and continue meeting rising customer demand.”