Middle East’s luxury retailer Chalhoub Group’s homegrown fragrance brand Ghawali has opened a new contemporary flagship store at Nakheel Mall in Riyadh. The opening represents a new era for the brand which bridges oriental niche scents with contemporary culture.
Ghawali was created and launched in 2016 by Chalhoub Group to offer a contemporary twist to the premium oriental fragrance offer. The Riyadh flagship store symbolises an evolution for Ghawali as the brand is more deeply integrating and embracing its regional roots and identity, while also reflecting modernity, contemporary culture and international influences. This is conveyed through the incorporation of regional scents and natural ingredients along with minimalist and elegant design elements. The brand has invested in collaborations with some of the region’s most creative minds to bring together Ghawali’s signature luxurious scents and fragrances.
With the relaunch of Ghawali brand and flagship store Chalhoub Group is reiterating its commitment to fragrances category, a key pillar of beauty across the region. Worth more than $800 million annually, this category represents more than half of the total GCC beauty market.
Commenting on the new store opening Forat Al Haider, Head of Beauty Innovation at Chalhoub Group said, “The reimagining of the Ghawali brand and flagship store represent our commitment to celebrating the luxurious identity, rich heritage and love for our region. Ghawali pays tribute to the sophistication of the Saudi Arabian market when it comes to scents, and the Kingdom’s position as a major player and influencer of key trends in the beauty and fragrance sector, which is why we have chosen to launch our flagship store here in Riyadh. By bridging our strong heritage, cultural identity and drive for innovation with international lifestyles we have created a concept perfectly suited for our younger generation in the region while inviting the global markets and consumers to take part of our culture via Ghawali.”
Niche fragrances and modern oriental fragrances represent around 20% of the fragrance category with niche leading the growth in this segment. Ghawali seeks to leverage this growth through its unique, high-end fragrances.
Following the Riyadh store opening Ghawali is set to launch its new collection of perfumes in February and April of this year. In addition, a unique scented tribute is planned for Saudi Arabia in the upcoming months capturing the specific mood and identity of the Kingdom.
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