A New Chapter for a UK Fragrance Business Building a fragrance retail business involves more than placing perfumes on shelves. Retailers must understand changing consumer preferences, identify promising fragrance houses and develop an understanding of what customers want from their perfumes. For Fragrance Forte, these experiences have helped shape a new direction. The UK-based fragrance retailer and distributor has expanded beyond selling established international perfume brands by developing its own fragrance collection, The Forte Six. The launch represents a transition from fragrance curation towards perfume creation. From International Brands to an In-House Collection Fragrance Forte initially developed its business around…