Fabulosa Celebrates Record Trading Year and becomes Largest Privately Owned Cleaning Brand

Fabulosa, the fragrance-led home and lifestyle brand closes its financial year, by achieving £39m in sales (year ending 31st August 2021) an uplift of 100% on the previous year.

Meanwhile, the brand is celebrating yet another major accolade as it overtakes long-established cleaning brands to become the largest privately-owned cleaning brand in the UK.

Established less than 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 NPD drive, the business has recently overtaken Astonish as the UK’s number one privately-owned brand in the entire cleaning market, by volume and value. (Kantar 52 w/e August 2021)

Marketing Director, Adam Burnett commented: “We enjoy a good clean fight and each time we smash a target, we set another one. As a business we are constantly moving forward with fresh and exciting NPD to refresh and revitalise tired categories ranging from surface and air care to car care and lawn treatments. This drive is complemented by our relentless push to grow listings both at home and internationally, as well as our fast paced, integrated marketing campaign, which included our successful TV campaign earlier this year.

“Our brand essence radiates through everything we do. Core to this is that consumers are eager for the uplifting feeling that cleaning brings to your daily life instead of being a chore. The figures speak for themselves, showing that our unique insight is spot on as people can’t get enough of ‘The Fabulosa Feeling’.”

James Sharpe, Co-founder and MD of Fabulosa elaborates: “As a highly ambitious fmcg manufacturer, it is a given that we closely monitor sales and individual sku and listing performance down to the minute detail, and with each trading period we are exceeding targets significantly.

“However, it is only when you reflect on our performance in relation to our competitors and our overall market share by Volume and Value, you realise just how far we have come in such a very short space of time, especially given the extremely mature markets we are entering and the extremely well established brands who have occupied pole position for so very long.”

Fabulosa has supplied over 100 million units and launched more than 150 exciting fragrances since its launch in 2019.

The brand’s vast range includes Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care. Its fragrances are custom made by Fragrance Oils International who is owned by the world’s largest perfumery and fragrance specialist Givaudan based in Geneva.

For more information, visit: www.myfabulosa.co.uk

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