On a momentous Friday, the renowned Omani fragrance house Amouage celebrated the grand reveal of its newly redesigned flagship store in Muscat, a landmark that holds a significant place in the brand’s storied history. This retail location, situated at the Sabco Centre, has undergone a meticulous 18-month renovation that honors Amouage’s deep-rooted heritage while projecting a contemporary, sophisticated aesthetic. As the birthplace of Amouage’s legacy four decades ago, the store serves as a powerful and symbolic reminder of the brand’s journey and its commitment to its origins, especially in light of the company’s aggressive global expansion and significant growth in recent years.
The striking new design features a stunning two-story crystalline glass facade. This architectural masterpiece showcases an artistic representation of the majestic frankincense tree, which is native to Oman’s arid desert landscape. Created under the vision of Amouage’s chief creative officer Renaud Salmon and the design expertise of Héroïne Paris, this space does more than serve as a retail venue; it establishes a vibrant artistic dialogue, bridging the contemporary world of perfumery with the rich traditions of Oman.
Sayyid Khalid bin Hamad Al Busaidi, chairman of Amouage, eloquently expressed the emotional resonance the boutique holds for him and many Omanis. “This boutique is more than just a store,” he said, reflecting on the history tied to Sabco Centre, which was the site of Amouage’s first-ever retail outlet and also the first modern shopping mall in the country. The reconstruction of the store is, therefore, a homage to Amouage’s legacy while also marking a new chapter in its evolution. Even though the boutique has received a stylish makeover, it remains a haven where the brand’s fervor for the art of perfumery can thrive, fostering a sense of connection that transcends generations.
At the heart of the redesigned store is a striking seven-meter-tall sculpture symbolizing the frankincense tree, hand-crafted by Ouvrage Paris. Salmon drew inspiration from his travels to Wadi Dawkah, which enhanced his appreciation for the rugged beauty of the region. This totemic representation not only adds visual dynamism to the boutique but evokes emotions and interpretations of nature’s grandeur. The interior is adorned with dark oak, brass accents, and gold leaf touches, merging luxurious textures to curate an atmosphere that feels both modern and deeply rooted in Omani culture. The boutique also features a cozy “majlis,” inviting customers to experience bespoke perfume rituals, which is a nod to traditional Omani hospitality.
In addition to the stunning retail space, Amouage’s flagship now showcases the brand’s complete range of fragrances and luxury body products. This reopening coincided with the launch of two new perfumes, “Decision” and “Existence,” which mark the end of Amouage’s Odyssey Collection. This final pair of fragrances encapsulates the evolution of a five-year olfactory journey that began in 2020, showcasing the company’s dedication to innovation and artistry. Both new scents were crafted by perfumer Quentin Bisch, who drew inspiration from the majestic Jebel Shams, Oman’s highest mountain. “Decision” is characterized as a fresh, woody aromatic fragrance, while “Existence” presents a floral, musky profile, emphasizing the unique attributes of its key notes like frankincense and lily of the valley.
As Amouage pushes forward, its growth trajectory has been remarkable, boasting a 30 percent sales increase expected for 2024. The company’s annual retail sales have now surpassed $260 million, far exceeding the global perfumery market’s growth rate. This success is largely attributed to a business model that prioritizes quality over quantity and craftsmanship over mass production, as Al Busaidi revealed. Such a philosophy has resonated particularly well with luxury consumers, especially in the Americas, where the brand experienced an impressive 61 percent surge in sales. Amouage’s omnichannel strategy is also flourishing, striking a balance between exclusivity and wider accessibility, as evidenced by the robust growth in both boutique and e-commerce channels.
Despite the increasing global demand for their fragrances, Amouage is steadfast in its commitment to artisanal methods. Each perfume is crafted in Muscat with painstaking attention to detail, ensuring that the essence of quality is maintained. Recent collaborations, including a minority investment from the L’Oréal Group, aim to foster further development while safeguarding Amouage’s independent vision. In the upcoming year, the brand plans to expand its operations significantly in Muscat, enhancing its manufacturing facilities and unveiling new flagship stores in global cities such as Rome, Riyadh, and Singapore. As Amouage embraces both its past and its bright future, it continues to celebrate the harmonious blend of tradition and modernity in the world of perfumery.
