Home cleaning sensation Fabulosa has announced that it has successfully extended its range into 4 new categories in 2021 including car care, personal care, outdoor care, and gifting/collectables.
These new entries come hot off the heels of Fabulosa securing listings in Morrison’s, Ocado and Asda.
This news is significant as it continues to prove that the brand can transcend multiple categories.
Marketing Director Adam Burnett commented ‘We don’t like to pigeon hole ourselves. You could describe us as a cleaning brand, you could also quite easily describe us as a fragrance brand. In reality, Fabulosa is best described as stimulation for the senses, with products that smell amazing, look amazing and feel amazing. That is why the brand has so much potential.’
In February, the company announced their impressive trading statement achieving £30million in sales for the 12 months ending December 31st 2020.
They also announced their ambitious plans to achieve a £40million turnover by the end of 2021 and they are well on their way to hitting their target.
According to recent Kantar data*, Fabulosa was by far the fastest growing disinfectant brand of 2020 and is already the market leading fragrance-led cleaner in the under 34 market.
Adam Burnett added, “This is some achievement after only 2 years of existence and without yet fully optimising our UK exposure. Our market penetration is already ahead of more established brands – for example, the first 4 weeks of our TV ad saw us overtake Dettol in household penetration.”
James Sharpe, Co-Founder and Managing Director of Fabulosa commented: “When we developed Fabulosa in 2019, our success was instant. We launched our first product, the 4 in 1 concentrated disinfectant, into Home Bargains in March 2019 and we were selling over 1,000 bottles per hour and to be honest, it took us by surprise.
“Over the course of the past 2 years, we have seen double month-on-month growth and we believe we are gaining traction every week due to our investment in research and development to give consumers what they want. Launching into 4 new categories in the first 4 months of 2021 has been an intense process, but one that shows how our scope for growth, not just in the UK but across the world is limitless.”
New Listings:
Car Care: Fabulosa’s Interior Cleaner and Foam Freshener comes in 3 fragrances: Intense, Electrify and Silver Shades, all inspired by popular high end designer fragrances.
Personal Care: Fabulosa Hand Wash was launched in 2 popular fragrances, Rainbow Drops and Sage and Vanilla.
Outdoor: The scented cleaning product company launched an Artificial Lawn Disinfectant & Deodoriser in 2 fragrances, Freshly Mowed Lawn and Lavender.
Gifting/Collectables: Fabulosa launched a ‘Get Bac On It Box’, a discovery box containing 5 mini products (Spray & Wear, Mini Fab and Fab-A-Loo) to keep yourself, surfaces and toilets hygienically clean as lockdowns begin to relax.
Fabulosa’s core ranges run across the following categories: Surface Care (Multi-purpose and Task Specific Ready to Use Sprays, Concentrated Disinfectants and Polishes), Air Care (Air Freshener Shock Cans, Foam Fresheners and Fab-a-Loos) and Laundry Care (Laundry Cleanser, Washing machine cleaners and Spray & Wear).
For more information, visit: www.myfabulosa.co.uk
*L52 21st March YoY, Antiseptic & Liquid Disinfectants, Value Sales
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