Perfume House Fugazzi Launched Global Retail Operations
The Amsterdam-based fragrance brand has expanded its presence into Sephora stores across 18 countries.
Updated on Sept. 28, 2026 in Retail
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Fugazzi has initiated a significant global retail expansion by launching operations within Sephora stores across 18 countries. This strategic move aims to strengthen the brand's position as a major player in the international beauty market.
Why it matters
By partnering with a major global retailer, the company intends to build brand authority and capture a larger share of the competitive fragrance industry. The brand is specifically targeting growth within the French market to solidify its status.
The fragrance house maintains direct e-commerce sales accounting for 27% of its total revenue. Its product lineup features perfume extracts with concentrations between 30% and 50%, while its eaux de parfum range holds a 20% concentration level.
The players
Fugazzi
This is an Amsterdam-based perfume house known for its high-concentration fragrance collections.
Bram Niessink
He is the founder who established the fragrance brand in 2018.
Sephora
This is a multinational retailer of personal care and beauty products that provides a platform for global brand distribution.
The details
Founded by Bram Niessink in 2018, the perfume house has focused on maintaining a high value-for-money price proposition by strategically reducing unit margins. The brand continues to expand its physical footprint alongside this retail partnership, following recent store openings in Berlin and Tokyo.
Timeline
Bram Niessink founded the company in Amsterdam in 2018.
The brand opened its first shop in Berlin in June 2024.
Fugazzi entered the department store La Samaritaine in late 2025.
A new shop opening is planned for Mexico City in the autumn of 2026.
Market Landscape
Fugazzi's move follows the established industry pattern where niche brands leverage the scale of multinational beauty chains to challenge legacy perfume conglomerates. This shift signals a broader move toward greater market consolidation for luxury scent houses looking to scale rapidly.
Consumers can expect broader physical availability of the brand's high-concentration perfume extracts in local shopping centers. This expansion makes the brand's products significantly easier to test in person rather than relying solely on the company's direct e-commerce site.
The takeaway
The brand's shift toward multi-country retail partnerships highlights the difficulty independent houses face when competing for shelf space without major distribution support. Maintaining high product concentrations while lowering unit margins remains the company's primary strategy for sustaining long-term growth.
What happens next
The brand is scheduled to launch a new retail location in Mexico City's Roma district during the autumn of 2026.
Further reading
For more on how luxury brands are scaling operations, see our coverage of Retail.
Source note: This article includes information reported by FashionNetwork.
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