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Published
Feb 1, 2017
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Premium beauty launch Fabled boosts Ocado

Published
Feb 1, 2017

UK supermarket delivery specialist Ocado has seen its profits and shares climbing as it saw a strong response to its beauty products debut.


The Fabled brand is Ocado's joint venture with Marie Claire


The company, best known for its online grocery offer, linked up with media title Marie Claire to enter the premium beauty sector via the Fabled by Marie Claire brand. It launched last summer and comprises an online offer and a flagship store on London’s Tottenham Court Road.

Ocado said Fabled’s initial performance was “encouraging” and that it would continue to develop it along with other other destination websites. “We anticipate Fabled, benefitting from the strong brand association of our partner, Marie Claire, will develop into an attractive destination retail brand for premium beauty products,” it said.

Fabled offers a selection of over 200 brands, including Aveda, Bourjois, Calvin Klein, Eve Lom, Korres, Liz Earle, Nars and Urban Decay.

Ocado’s move into beauty follows its launch of specialist kitchenware and pet products sites. The company’s executive team said it is not chasing fast sales growth but will take a steady approach and that it is pleased with the “robust” performance of Fabled so far.

Ocado’s overall sales rose 14.8% in the year to November 27 to £1.3bn with profits up 21% to £14.5m.

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