Online demand for fine fragrance brings Amouage to the US

04-Aug-2021 - Last updated on 04-Aug-2021 at 16:51 GMT

photo courtesy of the brand

Related tags Fragrance Oman ecommerce market entry

The Oman-based luxury fragrance house has seen its US business expand exponentially in recent months and has taken that as a cue to establish an Amouage Americas subsidiary here in New York City.

“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,” says Marco Parsiegla, CEO of Amouage, in his remarks to the media this week.

“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,” adds Parsiegla.

The company’s expansion into the US isn’t, of course, a matter of happenstance. Parsiegla joined Amouage as CEO in 2019, having worked with P&G for nearly 20 years and as Executive Vice President of Luxury and CPG at Havas Group as well. When he joined the company, he set a new business growth strategy in motion. And digital and social media were both key aspects of that strategy, according to an interview Parsiegla gave thebusinessyear.com.

Amouage plans to grow digitally and internationally

“For the past two years,” explains Parsiegla, “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.”

And that strategy seems to be working. H1 2021 Amouage financial results show a 20% lift in comparison to the same period in 2019 (as well as an over 100% lift year-over-year.

“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,” says Parsiegla.

Arriving in the US, the company has opened its Amouage Americas office in New York City and appointed Robert Sorce Senior VP of the regional business.

Ecommerce continues to be part of the fragrance house’s strategy here in the states as does conventional retail. Amouage will be available at Nordstroms, Bergdorf Goodman, Neiman Marcus, Bloomingdale’s and Saks Fifth Avenue and will have fixed branded shop installations at Nordstrom locations in both New York and Houston, Texas.