Fragrance Direct freshens up online

Online beauty retailer Fragrance Direct has overhauled its website and unveiled a brand refresh to drive loyalty among value-seeking shoppers and cost-efficiencies in the business

Fragrance Direct has now migrated its website from a third-party platform onto a proprietary solution owned and developed by the Maximo Group.

The opportunity arose after Maximo Group acquired the Fragrance Direct business in March 2021, creating one of the UK’s largest online beauty groups with annual sales of £181m.

CEO Mathew Gully said: “Fragrance Direct was an early pioneer in pure-play retail but in order to drive customer loyalty in the competitive, online value beauty market we have recognised the need to carve out a clear position within in the market.”