Based on its deep understanding of the region, Chalhoub Group identified a gap in the luxury Oriental Fragrance market and decided to capitalise on its intimate knowledge of the Middle East region by creating its own Oriental Fragrance line and stores.

With Ghawali, the Group has utilised its creativity and retail experience to offer best in class products and services that will attract contemporary male and female Gulf consumers looking for a new oriental fragrance buying experience.

Through this new venture the 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.

Commenting on the exciting launch, Patrick Chalhoub, co-CEO of the Chalhoub Group said, “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. 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.”

In a recent study on fragrances in Saudi Arabia, it was found that the typical Saudi consumer spends $700 USD a month on oriental fragrances. This, combined with increasing demand from Western visitors to the Middle East, has resulted in the oriental fragrance market going from strength to strength.

In line with this, Ghawali has developed harmonised scent collections to facilitate the layering ritual, which involves use of the same scent in different formulations to add to its longevity and impact. The range spans from Perfumes, Oils, Bokhour and precious Oud; to bath and body products, including shower gel, hair & body oil and body cream to complete the ritual.

The first Ghawali store opened its doors in Dubai Festival City on 26th August, followed by a second store in City Walk in September; with three Ghawali stores also opened in Riyadh and Jeddah. This is only the beginning as the Chalhoub Group plans on expanding Ghawali to the entire region within the next five years.

Design: Chalhoub Group

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