Flaconi expands to the UK, Spain and 5 more countries

Flaconi, a German online retailer of perfumes and beauty products, is rapidly expanding internationally. The company, already active in twelve European markets, is entering the United Kingdom and Spain – two of the leading ecommerce markets in Europe. Launches in five additional countries have also been announced.

These include Hungary, Ireland, Norway, Portugal and Romania, Flaconi said alongside the publication of its annual results. The online-only retailer’s revenue grew by 27 percent last year to 651 million euros.

Profit and cash flow

The EBITDA margin increased by 5 percent and the cash flow position improved significantly. According to the company, ambitious growth and profitability go hand in hand at Flaconi. Performance was driven by both strong ecommerce sales and rising retail media revenues.

‘Ambitious growth and profitability go hand in hand’

“The company looks to the coming year with great confidence and believes it is very well positioned to continue its success story in Europe”, Flaconi stated.

International expansion

Flaconi was founded in 2011 as one of the first online perfumeries, later expanding its assortment to include beauty products. In addition to its home market Germany, the company expanded to France, Austria and Poland. In 2024, it became active in Belgium, the Netherlands and Switzerland, while last year the Czech Republic, Denmark, Finland, Italy and Sweden were added. International revenue more than doubled over the past year, although Germany remains by far its largest market.

Each country must become profitable within six months

With the new expansions, Flaconi’s country count will rise to nineteen. Commenting on the expansion into Hungary, Ireland, Norway, Portugal, Romania, Spain and the United Kingdom, CEO Bastian Siebers said: “We do not grow at any cost, but in a systematic way. Every new country must become profitable within six months – a goal we have achieved without exception in every market entry so far.”

Go-to destination for beauty shoppers

Flaconi says it is thriving thanks to a Net Promoter Score (NPS) of 84 and a mobile-first strategy. The company, which competes with Douglas, Notino and Zalando, aims to become the go-to destination for beauty shoppers across Europe. Siebers added: “We are growing faster, more profitably and more sustainably than the market, and we are very optimistic about the future. Our course is clear: Flaconi will soon be the destination for beauty products across Europe.”