Fragrances of Ireland Implements Expansion Strategy for the US

KILMACANOGUE, IRELAND and RALEIGH, NC--(Marketwire - Sep 21, 2011) - Fragrances of Ireland, a top-selling independent perfumery today announced that it is broadening its US infrastructure to support sales. The company recently marked an important corporate milestone: sales of its signature scent "Inis the Energy of the Sea" surpassed the one million bottle mark. For more than three decades, the boutique perfumery has operated from the same converted farmhouse in County Wicklow, creating unique fragrances for domestic and international customers drawn to the scents for their hint of Ireland. In 1998, "Inis the Energy of the Sea" was launched. It has since become a best seller especially in the US which accounts for 50 percent of the company's total sales.

The news was announced today during an Enterprise Ireland-supported trade mission to North Carolina led by Ireland's Minister for Jobs, Enterprise and Innovation, Richard Bruton. Enterprise Ireland is the government organization responsible for the development and growth of Irish businesses in world markets.

To drive further growth in the US, Fragrances of Ireland is now implementing a series of initiatives that will be championed by its new US-based Business Development Consultant. Up to recently, products were available primarily through a small number of Celtic stores. Now, US customers can purchase their favorite scents through a dynamic online outlet at www.fragrancesofireland.com. Additionally, the company is partnering with a network of independent rep organizations in the gift, beauty, resort and spa markets. To optimize order efficiency, a fulfillment warehouse operation was recently established in Vermont.

Commenting on the US market momentum, David Cox, Managing Director of Fragrances of Ireland, noted, "Our comprehensive US strategy is paying off. Thanks to our elevated profile at recent important tradeshows, we're seeing rising interest in our products from retailers and other outlets. What's more, our fragrances are drawing interest from beyond our traditional customer base of Irish Americans who love our products for their connection to their roots. We're excited by the momentum and see great potential for business growth in this market."

Karen Wilkinson, the company's new US Business Development Consultant, added, "We're fortunate that our flagship fragrance 'Inis the Energy of the Sea' is already a big hit in the US. A unisex scent, it's inspired by the breathtaking beauty of beaches on the western coast of Ireland and captures the essence of the Emerald Isle's wild and sparkling seas. To date, much of our sales have been generated by word-of-mouth. Now, with our newly expanded US infrastructure, we can make our full product line available to a more widespread customer base."

To learn more about Fragrances of Ireland, please visit www.fragrancesofireland.com.
To learn more about Enterprise Ireland, please visit www.enterprise-ireland.com.