According to the Chaloub Group, Saudi consumers spend an average of US$ 700 per month in oriental fragrances. Such massive purchases, combined with a growing interest from tourists visiting the UAE, form an important market with huge prospects for the future.

Fragrance layering needs

However, existing local brands and stores often lack of quality and fail to meet contemporary expectations, said the group. “Many brands either have a very limited assortment or in sometimes not very qualitative formulations. It is rare to find a brand offer in the market that fulfills all of the consumers fragrance layering needs. In this category, younger consumers need to experience something more contemporary. They want to experience a new offering that fits their modern lifestyles however while remaining grounded in their heritage and culture,” Patricia Khoury, Head of Marketing at Ghawali, Chalhoub Group.

In the Persian and Arabic cultures, layering is a key element of the art of perfume. It consists in the application of multiple layers of oils, or attars (such as musk, oud, rose or jasmine) that will be used to infuse clothing and hair.

“In the Arabic culture, fragrance is more than just a scent; it is linked to traditions, values, status and heritage, hence strong emotional bonds with the brand are essential,” said Patrick Chalhoub, co-CEO of the Chalhoub Group.

Featuring a total of 90 products, the Ghawali collection of scented products has been designed to facilitate the layering ritual. The range spans from perfumes, oils, Bokhour, and precious Oud to bath and body products such as shower gel, hair and body oil and body cream to complete the ritual.

A combination of luxury and tradition

Through this new venture, which combines a line of oriental fragrances and the corresponding stores, the Chalhoub Group aims to develop a differentiated offering which recaptures the ritual aspect, through a modernised, structured and luxurious retail concept while remaining rooted in heritage and culture.

“We created Ghawali with the aim of being closer to our customers, to create memorable shopping journeys and offer a unique and personalised service within luxurious surroundings. Ghawali means something precious, something dear and this is how we feel about our Guests,” adds Patrick Chalhoub.

Five stores in the Middle East region

The first Ghawali store (with a surface of about 170 sqm) opened its doors in Dubai Festival City on 26th of August followed by a second store of 132 sqm in City Walk in September. Three Ghawali stores also opened in Saudi Arabia, in Riyadh on the 31st of August (170 sqm) and in Jeddah at the Noujoud Centre (165 sqm) and at Sea Mall (186 sqm) on the 2nd the 9th of September, respectively.

This is only the beginning as the Chalhoub Group plans on expanding Ghawali to the entire region within the next five years.