Fugazzi Takes Niche Perfume Mainstream
Amsterdam-based fragrance house Fugazzi is accelerating its international expansion with a major rollout across 18 countries through Sephora, marking a new phase in the brand’s growth. Founded in 2018 by Bram Niessink, the Dutch perfume label has expanded from independent retailers into department stores and is now present in markets including the Netherlands, United States, Germany, Italy and the United Kingdom. In France, where it recently entered La Samaritaine and Galeries Lafayette, the Sephora partnership is expected to strengthen its reach and brand visibility.
Fugazzi is positioning its expansion around the concept of “playful luxury,” seeking to combine premium-quality fragrances with a more accessible and modern brand identity. The company says being niche should not be defined solely by limited distribution, but also by distinctive products, consumer engagement and the experience surrounding the brand. Around three-quarters of its portfolio comprises perfume extracts with concentrations of 30% to 50%, while its newer eaux de parfum reach 20%. The brand also says it maintains slightly lower margins to support its value-for-money positioning.
The company is targeting further growth in France, the Middle East and other international markets, while continuing to expand its physical retail network. Fugazzi tripled its turnover in the previous year and expects double-digit growth going forward, with direct e-commerce accounting for about 27% of sales. After opening stores in Berlin and Tokyo’s Shibuya district, the company plans to open another location in Mexico City’s Roma district. The Sephora rollout represents a significant step in Fugazzi’s strategy to scale beyond traditional niche-perfumery boundaries while retaining its distinctive identity.
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