Fragrance-led homecare brand Fabulosa is continuing to bolster its global presence, targeting expansion into five continents by the end of the year – Europe, Australia, Africa, Asia and North America.
Having established itself in the UK since its entry into the FMCG market in 2019, the brand has also achieved significant international growth through a global expansion strategy, with more than 50% of the Cheshire-based manufacturer’s revenue now coming from exporting.
Fabulosa continues to deliver strong international performance in Europe through retail chain Action, with products now available in over 3,000+ of the discounter’s locations across 13+ countries, with multi-million units sold monthly. In another key development in Europe, Fabulosa has recently secured a launch partnership with Denmark’s biggest retailer, the Salling Group, enabling distribution through the largest brand in its portfolio, Netto.
The brand’s global expansion also includes progress in the Australian market, where Fabulosa is establishing itself as a household name, supported by a strategic focus on scaling distribution through Coles and Amazon Australia.
Further extending its international footprint, Fabulosa has entered the South African market through a new distribution agreement with Spar SA.
Meanwhile, TikTok Shop sales continue to grow in the UK and beyond, with a rapidly expanding presence across North America. In addition to existing exports through TikTok US, Amazon US and Walmart Marketplace, the company is currently engaged in early-stage discussions with several major US retail partners.
Simultaneously, Fabulosa is in advanced negotiations with one of India’s largest e-commerce and quick-commerce organisations.
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.”
