Fledgling British cleaning brand Fabulosa generated sales of £39m in the year ending 31 August 2021, a YOY uplift of 100%.
Established less than three years ago, it launched into the household cleaning category in 2019. Fabulosa says it has been rapidly taking market share from established brands and the business recently overtook Astonish as the UK’s leading privately-owned brand in the entire cleaning market, by volume and value (Kantar 52 w/e August 2021).
Adam Burnett, the firm’s Marketing Director, commented: “We enjoy a good clean fight and each time we smash a target, we set another one. As a business we are constantly moving forward with fresh and exciting NPD to refresh and revitalise tired categories ranging from surface and air care to car care and lawn treatments. This drive is complemented by our relentless push to grow listings both at home and internationally, as well as our fast paced, integrated marketing campaign, which included our successful TV campaign earlier this year.
“Our brand essence radiates through everything we do. Core to this is that consumers are eager for the uplifting feeling that cleaning brings to your daily life instead of being a chore. The figures speak for themselves, showing that our unique insight is spot on as people can’t get enough of ‘The Fabulosa Feeling’.”
James Sharpe, co-founder and MD of Fabulosa, added: “As a highly ambitious FMCG manufacturer, it is a given that we closely monitor sales and individual SKU and listing performance down to the minute detail, and with each trading period we are exceeding targets significantly.
“However, it is only when you reflect on our performance in relation to our competitors and our overall market share by Volume and Value, you realise just how far we have come in such a very short space of time, especially given the extremely mature markets we are entering and the extremely well-established brands who have occupied pole position for so very long.”
Fabulosa has supplied over 100 million units and launched more than 150 fragrances since its launch in 2019. The brand’s range includes Surface Care, Air Care, Laundry Care and task-specific ranges including car and garden care.
