Scotts & Co. acquires The Garden Fragrance to create new sales channel

With the acquisition of The Garden Fragrance Company, multi-channel retail group Scotts & Co. intends to create a new sales channel for cosmetics, toiletries and fragrance manufacturers.
Since 2014, The Garden Fragrance Company has been mailing an 80-page catalogue to a number of hundred thousand clients six instances a 12 months. The catalogue encompasses a broad vary of perfumes, room fragrances, soaps, lotions, oils, tonics, toiletries and different presents.
The Garden Fragrance Company is the UK’s solely multi-brand perfume retailer utilizing a mail order catalogue as its foremost channel of distribution, whereas £50 million multi-channel retail group Scotts & Co. mails over 35 million catalogues every year and is the UK’s most prolific writer on this sector.
Doubling the dimensions of the enterprise
“Scotts has the biggest database of prosperous mail order clients within the nation and the demographics of their buyer file appears completely suited to our catalogue. Now that circulation of {the catalogue} might be prolonged to your complete Scotts & Co. buyer database, the impression is probably going to remodel the size of the enterprise. We’ve now laid plans for a doubling within the dimension of the enterprise in 2021,” mentioned Graham Martin, founder and CEO of The Garden Fragrance Company.
The new improvement has been welcomed by The Garden Fragrance Company’s present suppliers. Yardley’s head of sales, Dr. Claire Ferguson, mentioned: “Yardley and Woods of Windsor have had a really sturdy partnership with The Garden Fragrance Company for a few years. We are delighted that Scotts & Co. will now proceed to present a beautiful catalogue for our clients to browse and store from in their very own properties. We want the new partnership nice success.”
Denis Aaronson, managing director of Heathcote & Ivory, mentioned: “We are delighted to hear of the tie-up between The Garden Fragrance Company and Scotts & Co. We have been significantly excited to hear of Scotts’ plans for extending distribution of {the catalogue} to a big section of their 5 million-plus buyer file.”
From catalogues to sampling
According to Scotts & Co., the acquisition will considerably broaden the buyer attain of The Garden Fragrance Company’s personal mail order catalogue – giving cosmetics, toiletries and fragrance (CTP) suppliers an distinctive alternative to attain thousands and thousands of stay-at-home consumers.
The transfer can even lead to sampling improvements for perfume and different CTP model merchandise through month-to-month personalised mailings to Scotts & Co.’s buyer database of greater than 5 million prosperous, ABC1 customers—believed to be the biggest such database within the UK. “Scotts & Co.’s new low-cost sampling mechanisms will go nicely past the normal strategy of together with pattern sachets of new perfumes with product despatches,” provides the corporate.
Nigel Swabey, CEO of Scotts & Co., believes impactful, personalised unsolicited mail is presently being under-exploited by CTP manufacturers. He mentioned: “A significant trade analysis report revealed earlier this 12 months revealed that of the greater than £500 million spent on promoting by main perfume and wonder manufacturers, solely a tiny fraction is being spent on unsolicited mail. In truth, it’s lower than we spend on the smallest of our catalogue manufacturers.”
He added: “One of the best challenges that CTP producers face is sampling. We plan to go a lot additional than the normal strategy. We would love to characteristic a new perfume in every month-to-month catalogue mailing and, as our circulation will hardly ever fall under 400,000 mailings monthly, we are able to provide formidable manufacturers a chance to obtain solus sampling of new fragrances on a scale that no shopper journal can provide. The large distinction with this sampling mechanism is that the one price of inserting samples into the palms of an enormous certified and feminine viewers might be the price of the pattern itself. Unlike magnificence magazines, we don’t intend to make any cost for insertion!”

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