Fragrance Direct relaunches website following Maximo Group acquisition

Online beauty retailer Fragrance Direct has revamped its website and unveiled a brand refresh.

It has migrated its website from a third-party platform onto a proprietary solution owned and developed by the Maximo Group.

The opportunity arose after the latter acquired the Fragrance Direct business in March 2021.

To celebrate the launch of our new look, you can save an extra 15% off when you spend £20+ on the latest beauty treats and bag yourself a free gift at checkout. Head to our site for your code! 💫 pic.twitter.com/HskmsQ9rhD
— Fragrance Direct (@FragranceDirect) April 11, 2022

Fragrance Direct CEO Mathew Gully, says: “We were an early pioneer in pureplay retail but in order to drive customer loyalty in the competitive, online value beauty market we have recognised the need to carve out a clear position within the market.”

“The relaunch is a new chapter for Fragrance Direct and for the Maximo Group. By taking positive steps forward to create a strong personality, we can further strengthen our connections with our customers.”

“By switching our website to our proprietary platform and improving the online shopping environment, we can also strengthen the offer for our brand partners and start to grow a profile for Maximo Group and its e-commerce capabilities.”

He concludes: “Our ambition is for Fragrance Direct to become the online home for fragrance and we will continue to expand and sell the most complete range of fragrance products, from the best selling popular brands to niche, trending and undiscovered brands, all within an improved and competitively priced e-commerce environment.”

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