Amouage Returns to Its Roots With Historic Flagship Reopening

Yahoo

21-03-2025

Omani fragrance house Amouage on Friday unveiled a redesign of its first retail location in Muscat.
The flagship at Sabco Centre has undergone an 18-month transformation to create a modern space that is an architectural homage to the brand's heritage. The location is where the perfume maker's story began four decades ago and marks a symbolic reconnection with the brand's roots during a period of global expansion and record growth.
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The store features a dramatic two-floor-high crystalline glass facade housing an artistic depiction of a majestic frankincense tree, native to Oman's desert. Envisioned by chief creative officer Renaud Salmon and designed by Héroïne Paris, the space serves as both a retail environment and an artistic statement.
'This boutique holds profound significance not only to Amouage but to my family and to many people in Oman,' said Sayyid Khalid bin Hamad Al Busaidi, chairman of Amouage. 'It was here at Sabco Centre that we built Amouage's first boutique ever 40 years ago, and it was here that we built the first modern shopping mall in Oman in 1985, inaugurating a new era of shopping experience in Muscat. Today, the relaunch of the boutique is a tribute to our past and a testament to how far we have come. While the space has been completely transformed, its essence remains unchanged; a place where our passion for the art of perfumery will continue to thrive for generations to come.'
At the center of the space stands the towering seven-meter-high tree, a contemporary sculpture commissioned by Salmon and handcrafted by Ouvrage Paris. 'I was inspired by my numerous trips to Wadi Dawkah, as well as the rugged grandeur of the project,' Salmon explained. 'I enjoyed the idea of a totemic representation of a frankincense tree, bringing a strong atmosphere, emotion, and visual gravitas through its uncompromising shape and size.'
The boutique is finished in materials including dark oak, polished black stainless steel, brass and gold leaf touches, and includes a custom designed table by French designer Dimitry Hlinka for an overall look the company describes as 'a refined 21st century brutalist patchwork.' There is also an intimate 'majlis' or living room area for bespoke perfume rituals and consultations, an ode to Omani hospitality.
This reopening coincides with the the release of two new perfumes, Decision and Existence, marking the conclusion of Amouage's Odyssey Collection. The fragrances represent the culmination of a five-year olfactory journey that began in 2020 with 10 perfumes, including Meander, Ashore, Crimson Rock, Search, Guidance, released over the course of five years.
The final additions to the collection were inspired by Salmon's experience climbing Jebel Shams, Oman's highest mountain. Both fragrances were created by perfumer Quentin Bisch. Decision, described as a 'fresh woody aromatic,' opens with an 'extraordinarily piercing' combination of bergamot, juniper berries, frankincense and myrrh, while Existence, a 'floral musky' fragrance, centers around lily of the valley and frankincense.
The distinctive flacons reflect each fragrance's character — Decision is housed in seagull-gray glass representing its 'dazzling single-mindedness,' while Existence appears in a celadon hue expressing its 'more ethereal sensibility.'
The flagship reopening and fragrance launches come during a period of strong growth for Amouage. The company reported a 30 percent increase in sales for 2024, with annual retail sales now exceeding $260 million — about 2.5 times the growth rate of the global perfumery market.
The growth stems from what Al Busaidi described as a 'transparent craftsmanship-driven business model' that prioritizes 'creativity over trends, artistry over mass production, and excellence over haste.' The approach has resonated with luxury consumers globally, with particular strength in the Americas, which saw a 61 percent increase in sales in 2024.
Amouage's omnichannel strategy continues to evolve, balancing exclusivity with accessibility. The company's fragrances are available in 1,000 select points of sale and 17 dedicated boutiques worldwide, with the boutique network recording 31 percent sales growth last year. Meanwhile, the brand's e-commerce platform grew by 54 percent in 2024 following a complete redesign.
At the heart of Amouage's operations is its 'Manufacture in Muscat' ethos, where every perfume is formulated, blended, macerated and bottled by hand. Even with increasing global demand, the company remains committed to this artisanal approach, investing in training craftspeople and expanding facilities without compromising quality.
The company recently took a minority investment from the L'Oréal Group, which will support further development while preserving its independent vision. Looking ahead to the rest of 2025, Amouage plans to expand its headquarters and manufacturing facilities in Muscat, while opening new flagship boutiques in Rome, Riyadh and Singapore.
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