Founded in Paris in 2013, luxury niche fragrance house Fragrance Du Bois reports a threefold increase in global sales over the past three years. In the UK, growth has been particularly remarkable, following the brand’s decision to take control of its own sales in March 2024, transitioning from a UK distributor. According to Fragrance Du Bois, this strategic move has resulted in a sales increase of over 600% in under a year across Harrods, Selfridges, and Harvey Nichols, with further expansion into Fenwick and leading independent retailers.
“Globally, our sales are growing rapidly – and exponentially in some markets,” said Jonnie Swarbrick, Founder and Creative Director. “This is fantastic for the brand, as it allows us to connect with more people in person and showcase the quality and diversity of our fragrances. Today’s consumers are moving away from the mainstream and seeking unique, signature scents that set them apart – like our first female fragrance, Sirène, which has become a No.1 bestseller and a phenomenal success in nearly every store and market. People no longer want to smell like everyone else – they want to express their individuality and embrace their own identity.“
In 2025, the brand has entered new markets including China and Indonesia, while maintaining strong momentum across Europe, the Middle East, the USA, and South America. Expansion plans include new openings at Saks and Neiman Marcus in the US, continued growth with Globus in Switzerland, and an enhanced partnership with Breuninger department stores in Germany.
To support this rapid growth, Fragrance Du Bois has invested in its own logistics and fulfilment centres in the UK, Europe, the UAE, and the US – moving away from third-party fulfilment providers. This strategic shift enables next-day dispatch for clients and even same-day dispatch for UK and US customers from the brand’s own warehouses.
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