While designer fragrances have typically reached a broad audience with points of sale at global duty-free stores and department counters, the availability of DTC channels means brands like Victoria Beckham can now be more selective with their distribution strategy and stick to retail partners that prioritize curation over quantity.

“A lot of these companies now have a direct reach to the customer with their own platforms and their own ways they can sell. So when they look at wholesale, they don’t need to use wholesale in the same way as maybe they used to, where all fragrance volume was driven in big department stores,” said [Sherif] Guirgis.

— Read more in How designer fragrances are taking cues from niche brands at Glossy.