Molton Brown steps up fragrance focus within travel retail

London fragrance expert Molton Brown will preview a selection of exciting new launches at Cannes, in line with the house’s strategy to harness its rich fragrance heritage in order to further develop the category within travel retail. Molton Brown unveiled its new brand manifesto, which puts fragrance firmly at the heart of its travel retail activities, during Cannes last year.

That new strategy is already paying dividends. Fragrances now account for over 10% of the brand’s sales within the travel retail category, versus 7% in the company’s domestic stand-alone stores. Molton Brown is confident that its 2019 launch portfolio will drive additional growth within fragrances, and provide new opportunities for international expansion.

“These results are hugely encouraging, given that our fragrance collection has a relatively limited distribution at present,” comments Rosie Cook, Senior Manager, Global Travel Retail. “We believe that there is significant additional growth potential for us in travel retail, within both airports and the inflight sector. This year we have been trialling our best-selling EDTs, such as our signature Fiery Pink Pepper fragrance, with selected airline partners, and the results are really positive.”

Cook adds: “The new launches scheduled for 2019 will play an instrumental role in re-establishing Molton Brown as a serious, authentic fragrance house. We are confident that this development will have a significant impact on our travel retail business.”

Molton Brown will reveal full details of its new fragrance collections, and its latest travel retail ambitions, in Cannes. To book a meeting, or to find out more about the drop-in session on Tuesday 2^nd October, please contact Sophie Sponagle via email: sophie.sponagle@kao.com