Niche Fragrance Brand Amouage Expands Into the U.S. – WWD

Luxury ultra-niche perfume home Amouage is increasing into U.S. retailers.
The model has plans to launch at retail shops throughout the U.S. by way of 2023, together with Nordstrom, Saks Fifth Avenue, Bloomingdale’s, Bergdorf Goodman and Neiman Marcus, the place choose, top-selling fragrances shall be out there. In June, the model based its direct subsidiary in the U.S. referred to as Amouage Americas, which has an workplace in New York. They have additionally signed distributor agreements with key markets globally together with China. 
Retail is nothing new for the Oman-based model based in 1983 by Sayyid Hamad bin Hamoud Al Busaidi, a member of the Omani royal household. Amouage has 12 stand-alone shops and is on the market in round 1,000 shops, airports and perfumeries throughout 80 international locations. Amouage’s line contains greater than 50 perfumes, in addition to tub and physique merchandise and residential scents. The model’s prime sellers for ladies embrace Honour, Dia, Epic, Love Tuberose and Love Blossom. Men’s hottest scents embrace Interlude Black Iris, Reflection, Interlude, Epic and Jubilation XXV. Amouage additionally presents a number of unisex scents of which the bestsellers are Rose Incense, Opus V, Opus XI, Opus VII and Opus VI. 

In addition to the model’s enlargement into the U.S., Amouage is working to innovate in the perfume {industry}. For instance, exploring increased oil concentrations and longer ageing time. The model’s sold-out scent Interlude 53 has an oil focus of 53 % and ages for six months in the model’s Muscat manufacturing facility. It prices $480.

Amouage chief government officer Marco Parsiegla famous sustainability is a serious pillar of the firm, and its vertical integration mannequin has allowed it to reduce its footprint. 
“We truly personal the course of vertically,” stated Parsiegla. “We usually are not outsourcing filling to anyone. We truly introduced every thing again to Oman, again to our maison the place every thing is occurring.” Amouage’s Muscat-based manufacturing facility is open for guests to expertise ingredient maceration, bottling, packaging and extra. 
The model evokes Arabian tradition, famous chief expertise officer Renaud Salmon. The identify “Amouage” is a mash-up of the French phrase for love, “amour,” and the Arabic phrase for “waves.” Salmon defined Amouage displays “the wave of affection.” The Swarovski-studded bottle design contains a curvature on all sides mimicking a wave and the emblem employs rock roses, each a nod to Amouage’s Omani roots. 
“The venture of the home was truly began to deliver the custom and the tradition of perfume making and sporting from the area to the world,” stated Parsiegla. 
The scents are created utilizing conventional Middle Eastern elements, primarily ambergris, rock roses and frankincense; it’s stated the frankincense in Oman is the greatest in the world. 
Amouage executives declined to debate gross sales, however {industry} sources estimate Amouage’s world gross sales shall be $150 million in 2021, making it one in every of the largest gamers in the ultra-niche perfume section. The model expects the U.S. to make up one-third of its enterprise in the future.
During July, Amouage launched on nordstrom.com and brick-and-mortar shops at Nordstrom and Neiman Marcus. The model has a number of retailer openings scheduled by way of 2023 as a part of its retail enlargement plan. 

For extra from WWD.com, see: 

https://wwd.com/beauty-industry-news/perfume/niche-fragrance-brand-amouage-expands-into-u-s-1234886962/

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