Fler closes 2025 at +50% and accelerates retail expansion with 200 openings
2025 marks a year of strong growth for Fler - an Italian shaving and body-care brand founded in Milan in 2021 - which records a 50% increase in turnover over 2024 and significantly accelerates the development of its distribution network. With over 200 new openings, the brand now has more than 500 points of sale in Italy and 350 abroad, strengthening its position in the shaving and body-care market in 18 countries.
In just a few years, the brand has introduced a new approach to shaving thanks to a uniquely designed razor, a complete product line covering all stages of hair removal and a subscription business model designed to simplify the buying experience. It has thus progressively conquered an increasingly large market share, building a loyal community that shares the brand's philosophy and receives razor refills directly to their homes every month.
Over the past year, Fler has accelerated its presence in the Italian retail channel with more than 200 new openings in perfumeries, pharmacies and department stores such as Dmo Group, Naima, Unibee and Medi Market, thus reaching more than 500 sales outlets nationwide.
The omnichannel growth has been accompanied by international expansion: Fler now has an international presence in 18 markets and 350 sales outlets with its products, registering a significant increase in sales in several European contexts, among which Central and Eastern Europe stands out.
In parallel, during the fourth quarter, it also entered the world of travel retail, thanks to the permanent installation of a dedicated shelf in Rome Fiumicino, at Aelia Dutyfree (Lagardère). A significant achievement to be close to its community even when travelling.
