Amouage, the independent Oman-based worldwide luxury fragrance house, has established Amouage Americas, the House’s newly created direct subsidiary, with its main office on New York’s famed Broadway, with its sights set on the lucrative US market.
The latter will soon launch a new e-commerce fulfillment platform to serve the growing niche luxury fragrance market in the United States, which accounts for the majority of the company’s 6-fold increase in online demand.
Amouage will also establish a physical presence in key retailers across the country, led by newly appointed Senior Vice-President of Amouage Americas, Robert Sorce.
“We have been working on a new strategy for the past two years to strengthen our digital presence, scale, and establish new connections with the next generation of fragrance enthusiasts.This year, we have accelerated this strategy by expanding into China and now the United States, while implementing several structural changes to create the right capabilities to meet global demand for our products, including a vertically integrated product creation in Muscat, Oman, that ensures no compromise on quality,” said Marco Parsiegla, Amouage’s Chief Executive Officer.
“The United States is regarded as an important market for ultra-luxury, and we anticipate that it will eventually account for one-third of our total business. We are excited to assemble a diverse team of exceptional industry professionals to carry on our mission of creating true masterpieces and sharing them with our discerning clientele.”
Since launching its new strategy in 2020, Amouage has experienced rapid growth. Its first-half 2021 results more than doubled (+106%) over the same period in 2020, and are up +20% compared to 2019.
Amouage’s timely expansion means it is poised to cater to the country’s growing appetite for rare, qualitative, and long-lasting fragrances as the number one most searched and yet unlisted fragrance at Nordstrom.
The brand will begin rolling out across the United States in the coming months, with a permanent presence at top ultra-niche perfume retailers such as Nordstrom, Bergdorf Goodman, Neiman Marcus, Bloomingdale’s, and Saks Fifth Avenue.
Amouage is establishing permanent shop installations in Nordstrom stores in New York and Houston, in addition to being available on a wide range of eminent e-commerce platforms.
Furthermore, a temporary shop concept will be developed in collaboration with Neiman Marcus in Houston, Atlanta, Bal Harbour, and via the eCommerce channel. Further openings with key retailers in key US cities will follow in the future.
