The Chalhoub group launches Oriental fragrances stores
The Dubai-based Chalhoub group, active in retailing, distribution and communications, has announced the launch of a new Oriental fragrances line, and the opening of a series of dedicated fragrance stores.
The Ghawali brand was developed after the group realised there was a gap in the luxury Oriental fragrances market, a growing segment owing also to the increase in tourism. Saudi Arabian consumers spend on average $700 per month on Oriental fragrances and essential oils, and $500 per month on Western fragrances, make-up and skincare products. This predilection for Oriental scents is indeed encouraging Western brands to develop the same type of perfume.
Ghawali is targeting contemporary Arabian Gulf consumers. The Chalhoub group intends to create a distinctive range, offering a classic fragrance ritual within modern premises with a luxury retail atmosphere, though remaining faithful to local culture and traditions.
"In Arab culture, a perfume is not just a fragrance: it is a direct reference to tradition, values and social status, as well an ancient heritage. This is why it is important to create a solid emotional connection with the brand," stated Patrick Chalhoub, co-CEO of the Chalhoub group. "We conceived Ghawali in order to forge closer links with our customers, offering a memorable journey through the world of fragrance in our stores, as well as a unique, personalised service, within a luxurious ambience. The word 'Ghawali' refers to something precious and held dear. It is how we think about our guests."
To deliver this approach, the Ghawali range features several collections of coordinated products, which customers can combine to obtain exclusive, personalised fragrances. The range includes perfumes, essential oils, incense of the Bokhour and the rare Oud type, and personal care products such as shower gels, body and hair oils and skin lotions.
The first Ghawali store opened on 26th August at Dubai's Festival City mall, and will be followed by a second one at the City Walk mall in September. Another three stores have been opened in Riyadh and Jeddah, and over the next five years the Chalhoub group intends to expand the Ghawali store network across the region.
The Chalhoub group was founded in 1955, and is now a leading player on the Middle-Eastern beauty, fashion and gift markets, with over 650 stores and 12,000 employees in 14 countries.
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