Annual Fragrance Training Conference

To train, motivate and inspire retail sales consultants in preparation for the critical Christmas trading period. The conference is designed to educate delegates on both new and existing fragrance products through engaging plenary, workshop and exhibition sessions, while strengthening brand knowledge and enthusiasm across the retail network.

Event Type

Two-day Retail Sales Consultant Training

Size

380 Consultants + 100 Suppliers

Location

The Challenge

Delivering a motivational, content-rich training event over two days for nearly 500 attendees—including 12 of the world’s leading fragrance brands—demands careful planning, creativity, and seamless logistics. Each year, the event must evolve with a new and exciting theme (past examples include “High-street Musical”, “Top of the Shops”, and festival or airline concepts), while consistently achieving high levels of engagement.

With delegates travelling from across the UK, the event needed to balance structured training with opportunities to connect, culminating in a formal gala dinner and overnight stay. In subsequent years, the event grew in scope with the inclusion of Small Premium Brands and cosmetic product training, increasing the complexity of content and coordination.

Our Solution

Avenue delivered full-service event management, working collaboratively with the client to develop vibrant, immersive themes that aligned with brand messaging and seasonal goals. Our role encompassed detailed planning across all areas of the event—from content delivery and exhibition coordination to guest logistics and creative theming.

We introduced clear workflows for managing over 100 suppliers, supporting their technical set-up, exhibition logistics, and room dressing. Training sessions were enhanced through coordinated rehearsals, carefully designed breakout sessions, and tailored sponsor activations.

For delegates from 170 Debenhams stores nationwide, we managed the entire registration process, travel arrangements, and accommodation. We also coordinated all pre-event planning with the venue, including technical setup, syndicate room allocation, menu tastings, room drops and gala dinner execution.

Highlights

Bespoke event themes tailored annually to keep content fresh and engaging
Seamless delivery across multiple venues in the Midlands and London
Integration of additional training streams (cosmetics and premium brands)
Gala dinner and social elements providing valuable networking opportunities
Full on-site event management from registration through to post-event breakdown

Scope of Services

Full event logistics, supplier liaison and technical planning
Delegate registration and communications for 380+ consultants
Accommodation and transportation coordination
Exhibition management and space planning
Theme development and creative direction
Content support, AV coordination and rehearsals
Gala dinner planning, menu tastings and room dressing
On-site event delivery and staffing
Budget management and sponsor coordination

The Impact

The event consistently delivers highly energised and well-informed consultants who return to their stores motivated and equipped to drive seasonal sales. The engaging format, memorable themes, and detailed organisation have made the conference a highlight of the retail calendar—ensuring product knowledge and brand excitement are at their peak ahead of the busiest time of year.