Business
by Aspect County

Perfumes Direct

JONNY WEBBER 27 0239204

Perfume Direct is a family owned and run business based in Manchester, established in 2018 by brothers Chris and Greg Dalziel along with Glen Page, who were all procurement experts within the health, beauty, and consumer electronics sector.

Spotting an opportunity to offer a great value online fragrance shopping experience, the trio formed an ecommerce team and launched www​.per​fumedi​rect​.com.

Word of the great products and discounts on Perfume Direct soon got out and, supported by marketing and social media activity, the site took off; since launch it’s seen a 300 percent year-on-year increase in sales. 

Perfume Direct’s state-of-the-art warehouse in North Manchester enables the business to stock an extensive range of popular products, which it can package and dispatch quickly to meet today’s consumer expectations of next day and super-fast delivery. The team’s customer-centric approach ensures it stocks all the most in-demand perfumes and aftershaves from the top designer and celebrity names. The team has built up strong knowledge of what customers want when shopping for fragrances, either as a gift or as their signature scent. 

They have focused on helping consumers to understand how to find their perfect perfume and offer lots of advice for customers searching out their favourite fragrance. 

Jonny Webber from per​fumedi​rect​.com says: We’ve seen a 260 percent rise in sales this year, as shoppers move more of their purchasing online. We’ve also worked hard to improve our online store, brand and delivery capabilities so that our customers get the best choice, discounts and service.” 

Some customers will also be missing out on Duty Free shopping this year as they opt for a staycation rather than travelling through airports, which has instead seen them coming to us to still get their favourite brands and signature scents at a reduced price compared to many high street stores.” 

We have introduced flexible payment options so people can also spread payments over four instalments or buy now and pay later, and discounts for students and NHS staff too. We aim to make buying with us as pleasurable as possible and now people can come to us for more than just perfumes and aftershaves, adding hair and beauty products to their baskets.” 

And further expansion is on the cards for the brand. As it looks to Christmas, and this peak buying period, it is increasing its fragrance range as well as growing its cosmetics and beauty offering. 

Per​fumedi​rect​.com has extended its range of products beyond fragrances – moving into skincare, hair, make-up, and beauty products.

New products have been introduced to its new look website, that features its gorgeous new branding and easier to use shopping experience. It also now offers a mobile app. 

As well as all the top brand perfumes, which can be purchased with huge discounts off the recommended retail price, it now offers products such as the Cloud 9 Waving Wand, Clinique moisturisers and Bed Head shampoo. It has beauty brands including Yves Saint Laurent, Elizabeth Arden and Lancome. There are also scented candles available in the popular fragrances. 

The extension of its product offering comes on the back of a big increase in sales, as more consumers shop online and become aware of the discounts available on top selling perfumes and aftershaves via the site. 

www​.per​fumedi​rect​.com