Direct-to-consumer sales of US prestige fragrance grew 10% in the last 12 months ending February 2014 to $285 million, according to a recent report from The NPD Group.

“The desire to ‘try on’ a scent before committing isn’t about to go away, but there is real appeal for consumers in the immediacy of replenishing the supply of their favorite scents from the comfort of wherever they are,” said Karen Grant, Vice President and Global Industry Analyst, The NPD Group, Inc.

Leading the growth are gift sets, which account for 46% of sales, surpassing standalone juices which represents 44%. Larger fragrance sizes also contributed to the increase in sales, as 10% of online and home shopping sales off ragrances sold in sold in sizes of 5 ounces or larger grew by 26%, compared to the 12% sales growth seen in prestige department stores. Additionally, men’s fragrances outperformed women’s and the overall market during the last 12 months ending February 2014.

“Offering consumers incentives and options that link the in-store experience with the convenience of purchasing direct is the best of both worlds. It is this type of seamless retailing that is providing manufacturers and retailers a world of new opportunities,” added Grant.