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Fabulosa Hits Overseas Milestone

Fragrance-led home and lifestyle brand Fabulosa is celebrating another major international milestone, having secured distribution rights representing one billion of the world’s population.


Fuelled by an ambitious export strategy, the firm has now secured representation across Europe, Africa, Asia, and Australia with its hugely popular range of fragranced household cleaning products, equating to partnerships in more than 50 countries.


Since 2021 when Fabulosa began building its export channel, the firm has enjoyed significant success through international trade. Substantially upping its production capabilities over the last year with significant investment in new machinery and additional warehousing space has enabled the brand to meet tremendously increased production demands on top of what it manufactures daily for the UK market, and achieve its exponential growth objectives.


Adam Burnett, Group Marketing Director at Fabulosa, commented: “Developing our export strategy to bolster our growth in the UK has been a big goal for Fabulosa and we are immensely proud of our exporting achievements to date, which mark a period of record growth for the brand. By building and nurturing a robust distribution network with solid partnerships, we have been able to penetrate new markets overseas and grow Fabulosa into a true global brand.”


Adam continued, “Entering new territories has required Fabulosa to adapt to different consumer preferences and fashions and this is where we have really been able to come into our own. We have tailored fragrance collections based on inside knowledge gained from the country experts that we are working with, ensuring our offering is suited to the target audience. The incredibly strong appetite that we are witnessing for our products on a global scale as a result of this is hugely encouraging, and we are now in an exceptionally strong position to expand even further.”


The firm is now actively seeking partners in territories including East and West Africa, South & East Asia, Italy, Greece, Portugal, Austria, Serbia, Slovakia, Croatia, Lithuania, Slovenia, Latvia, Estonia, Belarus, Bulgaria, and Hungary.


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.

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Adam Burnett, Group Marketing Director at Fabulosa

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