Amouage unveils Muscat flagship store following extensive transformation

OMAN – Amouage, a renowned Omani fragrance house, has reopened its historic flagship store at Sabco Centre in Muscat following an extensive 18-month transformation.

The store was initially opened four decades ago, but over time, it underwent significant changes leading to its closure so that it could be renovated.

The redesigned store blends modern architectural elements with a tribute to the brand’s heritage, symbolizing its deep connection to Oman and its global expansion.

Sayyid Khalid bin Hamad Al Busaidi, chairman of Amouage, stated, “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.”

The store features a two-floor-high crystalline glass facade housing an artistic depiction of a frankincense tree native to Oman’s desert.

At its heart stands a stunning seven-meter-high sculpture of a frankincense tree, handcrafted to symbolize the brand’s deep connection to Oman’s rich heritage. 

The store’s refined interior incorporates dark oak, polished black stainless steel, brass, and gold leaf, creating an atmosphere of understated luxury and sophistication. 

Adding to its exclusivity is the “majlis” area, an intimate space designed for personalized perfume consultations, reflecting the warmth and hospitality of Omani culture.

The reopening coincides with the launch of two new perfumes, Decision and Existence, marking the conclusion of Amouage’s Odyssey Collection. 

Decision is a woody aromatic scent infused with bergamot, juniper berries, frankincense, and myrrh, while Existence offers a floral musky composition centered on lily of the valley and frankincense.

Recently, the company reported strong FY24 financial results with a 30% sales increase and annual retail sales exceeding USD 260 million.

The brand’s global presence continues to grow, with its fragrances available in 1,000 select retail locations and 17 exclusive boutiques worldwide.

Amouage is set to expand its headquarters and manufacturing facilities in Muscat.

In addition, the brand plans to open new flagship boutiques in Rome, Riyadh, and Singapore, reinforcing its commitment to global luxury and craftsmanship.

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