Amouage – the all-Omani luxury perfumery and superbrand that is fondly dubbed the ‘Gift of Kings’ – has peaked in retail sales with revenues surpassing US$100mn in the first half of 2022.
A feat it proudly states as a first in its four-decade-long history, Amouage recorded a 50 per cent increase in revenues and 55 per cent organic revenue growth compared to the same period in 2021.
This significantly outpaced the market, and the results reflected an incredible momentum driven by balanced international growth; specifically in the US and Asia-Pacific (APAC) regions as the travel and retail markets surpassed pre-pandemic levels.
Amouage’s growth is bolstered by:
A remarkably creative momentum arising from a new range of products and modern vision. Amouage’s latest creations introduced under the new management (post-2019) now account for over 50 per cent of the overall sales. This includes instituting the 100 per cent pure oils (Attars) range for the international market.
Powerful value creation through the brand’s pursuit of excellence. This has spawned a range of high-quality and rich perfumes that elevate the lineup further upmarket. Customer trends now skew positive with over 25 per cent higher spending per item.
A revised and elevated communication approach with wide media coverage of the brand’s high-impact initiatives. Under this strategy, Amouage became the first Omani house to be represented at Times Square in New York.
A reinventive take on retail with groundbreaking architectural concepts. This was marked by the exclusive launch of an Amouage flagship store in Muscat, and a series of new boutiques and store redesigns around the world.
Investments that aim to increase production. This innovative strategy led to the opening of a new workshop in the Sultanate, which has since doubled the brand’s production capacity and delivery of high-quality perfumes and Attars.
The US and APAC regions, which are the latest geographical expansion markets, now account for 20 per cent of all sales.
This comes on the heels of the brand’s launch of Amouage Americas in 2021. The move intends to place the US as the brand’s second-largest market and already accounts for 9 per cent of total revenue. Amouage’s ‘Exceptional Extraits’ line has led the charge in the US expansion as it stands out with higher perfume concentration, natural ingredients, and authentic craftsmanship.
Amouage continues to enjoy an unprecedented level of desirability as clients shift to higher-priced items like the ‘Exceptional Extraits’ and its wide array of Attars. This has led to waiting periods of months for select lines of products.
Over the coming months, Amouage will continue its journey forwards, albeit with significant structural changes. This includes a “reinvention” of its packaging and expansion and modernisation of its retail networks through new boutiques across iconic cities and fashion capitals such as New York, Shanghai, and Milan.
With an ambitious long-term vision, Amouage aims to become the number one in high-end perfumery across the globe, doubling its business every four years and carving out the pride, culture and values of the nation that gave birth to the brand – Oman.
