Fragrance-led home and lifestyle brand, Fabulosa, is building further on its already strong position across the wholesale sector and expanding its network with a significant new partnership. The latest listing represents another major addition to the firm’s wide customer base within this marketplace, and is set to increase Fabulosa’s reach to even more shoppers.
Appleby Westward, the South West-based SPAR retailer and wholesaler, will be introducing a variety of Fabulosa’s highly effective, task-specific household cleaning products, including kitchen, bathroom, and glass sprays, in a selection of popular fragrances. As well as distributing the range to its convenience retail partners, the products will be stocked in Appleby Westward’s company-owned store estate of over 100 sites.
The firm also boosts it territory reach through the new partnership, with increased penetration in the South West.
Fabulosa has celebrated significant success through the wholesale and convenience category to date and has ambitious plans in place to drive further growth through this channel. A key driver of its rapid expansion through convenience is the strength of the relationships the business has built and nurtured with its valued cash and carry partners, and the firm is actively seeking new partnerships.
This development follows closely on from a tranche of new listings secured with grocery giant Asda for six additional lines, which went on shelves in stores nationwide last month.
Ricky Lee, sales director at Fabulosa, commented: “We are continuing to focus heavily on supporting the wholesale and convenience channel with exciting, innovative, and sensationally fragranced Fabulosa products that consumers love.
“There is huge potential for us to increase our presence in this market even further, and we are currently welcoming approaches from wholesale and cash and carry partners in the UK and Ireland.”
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.
The brand has made significant inroads into the export market. With its sights set firmly on international expansion, the brand has a presence in leading European retail chains representing 3,000 locations across the continent and Fabulosa collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy. Since then, the firm has launched in Middle Eastern and North African markets, and has recently celebrated a major international milestone, having secured distribution rights representing one billion of the world’s population.
