As part of our beauty special edition, we spoke to home-grown brand Plethora that renders the niche fragrance landscape in the region even more exciting with its highly exclusive range of perfumes.
There are the likes of Paris Gallery of course, but Plethora CEO, Adel Hamdan noticed a gap in the market for mono-brand niche fragrance concepts. Therein began Hamdan’s entrepreneurial journey. He wanted to create a perfume house with a great collection of exclusive and niche fragrances of fantastic quality.
“It had to be a space catering for perfume connoisseurs in this region,” he emphasises. That was the starting point of Plethora, which means abundance. And abundant it is in its rich fragrance portfolio. Along with its own perfume lines Plethora and Salas, some of the key brands it distributes include Roja Parfums from the UK created by fragrance historian and specialist Roja Dove.
“Roja has maintained a highly exclusive positioning across the world – available at Harrods and Selfridges in the UK and Russia. We wanted to distribute the brand through Plethora in the region,” Hamdan shares. Currently, there are three exclusive Roja Parfums boutiques in the region – in Oman, Bahrain and most recently at The Dubai Mall in the UAE.
That aside, there are six Plethora boutiques in the UAE. “We are continually evaluating new locations wherever we see demand, such as Yas Mall in Abu Dhabi and an excellent location Ras Al Khaimah. Besides, we distribute some of our brands in the GCC. We have seen significant demand for our products in Saudi Arabia and Kuwait. We see many Saudi customers visiting our UAE stores. It drove us to take Plethora to KSA soon, possibly within the next 12 months. We would also like to build our online platform to support offline expansion. We are contemplating moving our manufacturing unit for our in-house fragrance line to France,” reveals Hamdan.
Read the full story in our June edition.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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