How British brand Floral Street is disrupting the fragrance industry

Flora Street founder Michelle Feeney in her Covent Garden Store. Image: Supplied
Inside Retail: What are your thoughts on what the fragrance industry is like right now? Michelle Feeney: Firstly, hooray! Fragrance is now being seen as part of your daily beauty routine, rather than saving it for best. I’m obviously really happy about that, because that’s the positioning I’ve taken since the beginning with this brand. When I was CEO of St Tropez – and I inherited the brand quite a number of years ago – if you had seen the sales trajectory, it was flat, fla

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