SA Designer Parfums Limited
SA DESIGNER PARFUMS LIMITED (PART OF THE SHANEEL ENTERPRISES LIMITED
Bushey Mill Lane,
- 2020 International Trade
Founded in 2001 by the Mehta family, SA Designer Perfumes has grown from its humble origins to be an innovative force in the world of fine fragrance, specialising in the manufacturing and distribution of fragrances, either owned or operated under license.
The current brands within the company’s portfolio comprise a variety of prestige and masstige brands, including: Jennifer Lopez, Formula 1, Ghost Fragrances, Playboy, Naomi Campbell and Cerruti 1881. SA Designer Parfums nurtures each brand by understanding and fulfilling their DNA while also building upon this to develop brands further.
Since its creation, SA Designer Parfums has established itself in the premium luxury and lifestyle fragrance arena. Through working with the top design agencies to develop modern concepts that fit brands’ intrinsic DNA, SA Designer Parfums is able to truly connect with today’s fragrance consumer. The company invests heavily in new launches and works with key retailers to create bespoke launch packages that will maximise domestic and overseas sales.
Within the UK, SA Designer Parfums supplies many of the main high-street retailers such as Boots, Superdrug, The Perfume Shop and The Fragrance Shop, while also developing relationships with online retailers like Amazon. Internationally, the company exports to six continents: Europe, Asia, Australia, North America, South America and Africa. SA Designer Parfums is constantly looking to grow both domestic and international business through the acquisition of established licenses as well as the development of new ones.
The international business plays a key role in the company’s success. Indeed, it now makes up 55.3% of the firm’s turnover and has increased by 273.6% over the past six years. SA Designer Parfums currently sells to over 100 different countries globally, including both developed and emerging markets. With the recent acquisition of Playboy, Cerruti 1881 and Formula 1, the company is able to expand its global reach into previously untouched markets.
Customer satisfaction is paramount to the company, a key attribute that has allowed the business to continually grow and expand. Over the years, SA Designer Parfums has built a solid reputation within the industry and today prides itself on working with the same companies and customers that have grown with the business from its inception.
CEO and Chairman, Dilesh Mehta, believes giving back to be a core value both personally and professionally. The BC Mehta Trust was founded in 2012 by SA Designer Perfumes’ parent company with a mission to provide young adults with the tools to become leaders through supporting secondary education and research. Since its inception, the trust has continued to support many charities and give back to communities in full measure.
Speaking of the award, Mehta said: “We are delighted to be honoured with the Queen’s Award. With such a wide and diverse portfolio of fragrances, international trade was always going to be crucial to the success of the business and it has always been at the forefront of everyone’s mind as the company has grown and developed.”