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Our Journey

2017 The story so far

  • Number 1 in the 2017 Which? Best Online Shops Survey
  • Launched with Amex & Alipay to give international customers additional payment method
  • Over 45 authorised brands launched on site including Rituals, Calvin Klein, Hugo Boss and Paco Rabanne.
  • Shortlisted for Which? Awards Retailer of the year 2017

2016

  • Number 1 in the 2016 Which? Best Online Shops Survey
  • Opened Birmingham Fulfilment and Distribution Centre
  • Annual revenue of £62.3 Million

2015

  • Opened second store and salon in Southampton
  • UK tracked delivery introduced as standard
  • Achieved 1st £1m+ gross sales day on Black Friday
  • Placed 5th in the Which? Online shopping awards

2014

  • Activebeauty.co.uk merged with allbeauty.com
  • ActivHair salon refurbished and rebranded to allbeauty - a high end beauty store and salon
  • 119 authorised brands launched on site including MoroccanOil, Kérastase and L'Occitane

2013

  • Rebranded from cheapsmells.com to allbeauty.com, reflecting the broader more aspirational product offering
  • 1.5 million orders dispatched
  • Annual revenue of £49.3 Million
  • Placed 9th in the Which? Online shopping awards

2012

  • Activebeauty.co.uk logo change and new site launched
  • Highest daily visitors to cheapsmells.com topped 100,000!
  • Annual revenue of £42.6 Million
  • First recognised in the Which? Online shopping awards in 20th place

2011

  • At its peak, stock value in the Warehouse was over £4 Million!
  • ActivHair salon acquired in Guernsey
  • 1 Million orders dispatched

2010

  • Headcount reached 100!
  • 850,000 orders dispatched
  • Annual revenue of £27.9 Million

2009

  • Over 1 million items dispatched!
  • Offered free UK delivery on orders over £25
  • Moved to our first dedicated office, fulfilment and distribution space
  • No slow down with annual revenue of £19 Million

2008

  • activebeauty.co.uk launched - a joint venture with the ActivHair salon
  • Product offering expanded to include salon hair and skincare brands
  • Rapid growth continues with annual revenue of £8.9 Million

2007

  • Cheapsmells.com logo update and website refresh
  • Dedicated marketing and design team established and web development resource expanded
  • Huge growth of 140% with annual revenue of £4.1 Million

2006

  • Product range expanded to include prestige skincare brands such as Lancôme, La Prairie and Estée Lauder
  • Headcount grew to 15
  • Annual revenue hits £1.7 Million

2005

  • Supplier list expanded with 1000's of new products added to the site
  • Annual revenue of £1 Million!
  • International orders expanded with deliveries to 40 countries worldwide!

2004

  • Cheapsmells.com launched with 100 fragrance and beauty brands available
  • First Warehouse opened
  • Headcount of 3 by the end of year 1
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