The Sisters’ ‘Black Widow’ is the biggest hit of 2016
BATES SHIRTS has become the biggest-selling fragrance in India, topping the sales charts of both online and offline retailers in a big year for the brand.
The sisters-style, pink-coloured fragrance, sold more than 1,000,000 units across its five-year history, beating its predecessor “The Black Widow” by 3,700 units, the retail company said on Wednesday.
The retail giant, which was founded in 2012 by Shruti and Anjali Bates, said the sisters’ flagship fragrance “Black Widow” is the second-biggest seller in the country after its predecessor, “The Devil’s Advocate.”
The sisters launched the brand in 2017 and have sold more fragrance than any other brand in the world, surpassing the likes of Chanel, Gucci and Louis Vuitton.
The brand’s sister fragrance “Mozart” also topped the charts of online and brick-and-mortar retailers in the first six months of the year, while “The Ghost” was the second most popular fragrance, after “The Bitch of Bali”.
BATES has also seen a big growth in the past three years, said Suresh Kulkarni, MD, sales, marketing and public affairs at the retailer.
“Sales have been growing at a really healthy pace,” he said.
“Our customers are buying it online and in stores, and we are seeing a big shift in the consumer preferences as a result of the brand’s strong launch.”
BATES Shirts, in partnership with the brand, has been selling a range of Bates Shirts with its signature Black Widow fragrance in the last three years.
The company also launched a range with its sister fragrance in 2018, but the brands’ latest fragrance, “Black” has been the biggest seller since its launch in November.
It has also been on the global fragrance charts for the past four months, with sales of more than 7.6 million units.
The brands new fragrance “The Spirit” also led the pack in the online sales charts.
The online sales have also been growing for BATES, said Kulkarki.
“The success of the company has also helped us in the retail sector.
The success of this brand in online is also a positive trend.
We have been able to bring our brands in a better shape,” he added.
The Bates sisters brand has also become popular in fashion and luxury markets, as the brand is popular among celebrities.
Shruti Bates has sold a total of 8.5 million units of the Bates brands flagship fragrance and “Black.”