The independent Oman-based luxury fragrance House has set its course to the United States of America with plans for the country to become its second largest market. The company has opened a new directly-owned subsidiary in the country to better serve the USA’s growing luxury fragrance niche.
New subsidiary in NYC
With head office located on New York City’s Broadway, Amouage Americas will soon launch its new e-commerce fulfilment platform. On-line sales in the USA already makes up the largest share of the company’s growing e-commerce business. Headed by newly-appointed Senior Vice President, Robert Sorce, the subsidiary will also be establishing a physical presence in key retailers across the country.
"For the past two years, we have been working on a new strategy to strengthen our digital presence, to build scale, and to establish new connections with the next generation of fragrance enthusiasts. This year we have turbo-charged this strategy, having recently moved into China and now the US, while installing several structural changes to create the right capabilities to fulfil global demand for our products, including a vertically integrated product creation in Muscat, Oman, that guarantees no compromise on quality," said Marco Parsiegla, Chief Executive Officer of Amouage. "The US is considered an important market for ultra-luxury and our projections are that it will eventually make up a third of our overall business. We look forward to installing a diverse team of exceptional industry professionals that will carry our quest to create true masterpieces and share them with our discerning clientele."
Permanent presence at top retailers
Amouage has enjoyed impressive growth since unveiling their adapted strategy in 2020. The company’s results for the first half of 2021 more than doubled (+106%) over the same period in 2020 (which was a very specific year for most businesses, due to the Covid-19 pandemic), and are up +20% vs. 2019.
With a portfolio of over 50 perfumes, including Reflection, Interlude, Honour and The Renaissance Collection, Boundless and Material, the brand will begin rolling out across the US in the coming months, with a permanent presence at top retailers of ultra-niche perfumes such as Nordstrom, Bergdorf Goodman, Neiman Marcus, Bloomingdale’s and Saks Fifth Avenue. As well as being available on a wide range of eminent e-commerce platforms, Amouage is setting up permanent shop installations in Nordstrom stores in New York and Houston. In addition, a temporary shop concept will be created with Neiman Marcus in Houston, Atlanta, Bal Harbour and via the eCommerce channel. Further openings will follow suit with key retailers in key US cities in the future.