Fabulosa announces cost price commitment to support cost-of-living crisis

Fabulosa, the fragrance-led home and lifestyle brand, has made a firm commitment to not impose any cost price increases on products manufactured by Fabulosa themselves, in its efforts to support consumers with the cost-of-living crisis while enabling their valued retail and wholesale partners to maintain an attractive commercial proposition.

Inflationary pressures are of increasing concern across all market sectors, with retailers forced to hike prices considerably to protect profit margins due to rising cost prices. Fabulosa’s pledge keeps the consumer front of mind, lessening the impact of the current economic turbulence and mitigating the burden on retailers to pass on price increases to customers.

Fabulosa has further strengthened its commitment to control costs by streamlining its processes and increasing its volume production output. The company has invested heavily in its manufacturing capabilities, enabling the brand to bolster production with fully automated filling and packaging lines, with operational speeds of 120 bottles per minute and the ability to manufacture 180,000 bottles per shift. Automated product mixing systems allow for highly accurate blends and a bespoke system enables mixed pack creation, contributing to a cost-effective solution for both retailers and customers.

Adam Burnett, Group Marketing Director at Fabulosa, comments: “With consumer-centricity at the forefront of the Fabulosa brand, we are striving to ensure that households across the UK are able to get more from their disposable income, whilst still having access to essential and highly-effective household products at competitive price points.”

James Sharpe, Co-Founder and Managing Director added, “This commitment firmly consolidates our position as market leaders, as we strive to also alleviate the pressure that retailers experience to pass on the rising cost prices to their customers. Fabulosa prides itself on strong distributor relationships and its ability to maintain a compelling commercial case for category managers.”

Established just over three years ago, Fabulosa has had a meteoric rise. First launching into the mature household cleaning category in 2019, Fabulosa has been rapidly taking market share. It’s not only achieving more liquid volume share than all other liquid disinfectants brands, but with its unique prolific new product development (NPD) drive, the business has recently become the UK’s number one privately-owned brand in the entire cleaning market, by volume and value. (Kantar 52 w/e December 26th 2021).

Fabulosa’s vast range includes Surface Care, Air Care, Laundry Care, Personal Care, Shoe Care and Task Specific ranges including car care and garden care. For more info on Fabulosa, please visit: https://myfabulosa.co.uk/

 

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