Perfume Brand Fugazzi Expanded Into 18 Sephora Markets
The niche fragrance house has leveraged Sephora to scale its physical presence across 18 countries.
Updated on Sept. 28, 2026 in Retail
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Fugazzi has launched its retail operations within Sephora stores across 18 countries. The move aims to increase brand authority in competitive markets while diversifying from the brand's established e-commerce channel.
Why it matters
By moving into mass-market beauty channels, the brand seeks to secure a foothold in the global fragrance industry. This expansion shifts the company's reliance away from its direct e-commerce model, which currently drives 27% of its total sales.
The firm operates across 18 countries via the Sephora rollout, with its historical reliance on direct e-commerce accounting for 27% of sales. The collection includes perfume extracts at 30% to 50% concentration and eaux de parfum at 20%.
The players
Fugazzi
An Amsterdam-based perfume house known for high-concentration fragrances and a niche-to-mass retail strategy.
Sephora
A global beauty retailer that provides a massive distribution network for fragrance brands to reach international consumers.
Bram Niessink
The founder of Fugazzi who established the company in 2018 and is directing its current international expansion.
The details
Fugazzi is navigating the retail landscape by balancing high-concentration fragrance production with a value-for-money pricing strategy. To maintain these price points while expanding, the house is intentionally reducing unit margins. This approach is designed to build brand authority in strategic markets like France, where it recently entered La Samaritaine, ahead of further international growth.
Timeline
Bram Niessink founded the company in Amsterdam in 2018.
The brand opened its first shop in Berlin in June 2024.
Fugazzi entered the La Samaritaine department store in late 2025.
A new opening is planned for Mexico City's Roma district in the autumn of 2026.
Market Landscape
The brand's reliance on large-scale retail partners represents a departure from the historical luxury fragrance model of boutique exclusivity. This move follows a broader industry trend where niche perfume houses pivot to global distribution to scale against established players.
Operators in the fragrance sector should monitor how Fugazzi maintains its value-for-money price proposition while sacrificing unit margins for retail shelf space. Managers should assess whether their own brand's margin structure can support a transition to mass-market retail partnerships.
The takeaway
Fugazzi's expansion highlights the trade-off between higher margins via e-commerce and the reach provided by traditional retail partnerships. Monitor the brand's growth in France and Mexico to see if this high-volume strategy delivers the expected double-digit growth.
What happens next
The company is scheduled to open a new location in Mexico City's Roma district in the autumn of 2026.
Further reading
For more on industry shifts in physical storefronts, visit Retail.
Source note: This article includes information reported by FashionNetwork.
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