Fabulosa, the fragrance-led home and lifestyle brand, is celebrating another landmark achievement after winning the highly coveted ‘Export’ award at Insider’s Made in the North West Awards 2024.
In recognition of phenomenal growth through its export strategy, the firm was deemed the most outstanding exporter in the region in terms of international presence and exports as a proportion of sales at a well-attended ceremony held in Manchester on 23 May.
Fabulosa has grown from a well-known household name in the UK to an established global bargain sector specialist over the last 12 months, distributing its hugely popular range of fragranced household cleaning products across Europe, Africa, West Asia and Australia and celebrating many international milestones. The firm has worked closely with one of its biggest retail partners, Action, to introduce a core Fabulosa range which is now stocked in all of the retailer’s 2300+ stores across 11 countries, and the firm’s first shipment has recently landed in South Africa.
Additionally, the brand’s recently secured listing with Coles, the biggest retailer in Australia with over 900 stores, is due to go live in the coming months.
The judges said Fabulosa’s growth has been incredible, with brand awareness and international strategy clear to see. The business was also proud to secure finalist status in the ‘Manufacturer of the Year (over £25m)’ category.
Adam Burnett, global brand director at Fabulosa, commented: “We are thrilled with this high-profile industry recognition for our manufacturing excellence in the region. Fine-tuning our offering in line with consumer demand across overseas territories has been a major focus for the business over the last year as well as a direct contributor to our success, and we have set our sights on taking this one step further over the next 12 months to drive our continued export growth.”
Adam added, “We are eager to build on our overseas success further in 2024, and the next year will see the brand continue to excel globally, drive further domestic growth and most importantly, continue to lead the way in fragrance innovation.”
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.
