Retail personality of the week: Hussein Adam Ali


March 16, 2020 | By Rupkatha B

From a single store to more than 110 across GCC and Africa. From the UAE market to spreading wings across 80 countries through the export route, building over 1,000 points of sale. While consumption kept building up – the brand produces 35 million perfumes every year – trends have evolved. The Swiss Arabian Perfumes Group continues to create an inspiring yet relatable brand narrative.

Swiss Arabian, The Dubai Mall

Building a strong network

“Over the last four and a half decades, since 1974, we have seen gradual – but steady – growth and evolution,” stated chairman, Hussein Adam Ali. “Although, in my opinion, our growth was a little slow. It could have been much faster. It could have been bigger. I had big ideas, but these were, most often, ahead of time. These ideas needed forward-looking approaches and people of a certain calibre for implementation. We have invested heavily to bring on board talented and bright people, who are making a positive difference to our business.”

A forward-looking strategy for the Swiss Arabian Perfumes Group is international franchising in the US in the near term. Canada and the UK, according to Adam Ali, are also on the horizon. India and Pakistan will be looked at as well. Closer home, currently, Saudi Arabia, the UAE and Oman are Swiss Arabian’s strongest markets in the region.

Evolving with time

Right from our early days in Murshid Bazaar, Swiss Arabian has paid close attention to creating a great store ambience. Recently, Swiss Arabian unveiled its high-end fragrance boutique in The Dubai Mall, sporting a completely new, enhanced, luxurious look and feel. Situated in a prominent location, the store boasts high visibility. “Indeed, our new store is a sharp deviation from the existing network,” agreed Adam Ali. “We have upgraded the furniture, lighting and the overall ambience. Over a period, all our stores will look like The Dubai Mall boutique.”

Swiss Arabian’s new store offers an omnichannel shopping experience. Customers can place an order online while seated in the lounge area of the boutique. The brand also has an active CRM programme to further build on its loyal audience.

“Use of technology in the store is aligned to customer service, making the transaction process smooth, fast and secure,” said Adam Ali. “At another level, technology is leveraged to know our customers better, using information based on their consumption and purchase patterns. We must ensure that our store staff build a great rapport with customers to be able to meet their needs, every time they shop with us. It requires investments in talent, training and technology.”

Creating a premium offer

Research is the critical starting point to stay relevant to the ‘new’ consumers, to curate the right offer. “For whom are we creating a product? Is it for men or women, and what age group? These are some critical questions that we have to address at the outset,” observed Adam Ali.

“Usually, most of our fragrances tend to be unisex, mainly aimed at the 30-40 age bracket,” he shared. “At the same time, we also have to bear in mind consumers belonging to the 50-60 age group. Besides, now there are the millennials. Since the use of perfume is quite entrenched in the Middle Eastern culture, to introduce the art of fragrance-making to kids, we have collaborated with edutainment concept KidZania.”

Adam Ali believes that in a highly competitive market, there is a clear need for constant innovation. “Specific to Swiss Arabian, our goal is to continue being the ‘pioneer’ in the fragrance industry,” he states.

Read the full article in the March edition of RetailME

Comments

comments

Previous Article Next Article

SHARE

YOU MAY ALSO LIKE /


Lulu Group partners with Amazon expanding grocery offerings to online customers in the UAE

Abu Dhabi based grocery retail chain Lulu Group has partnered with Amazon 

Continue Reading

November 24, 2022 | By RetailME Bureau
Food Tech Valley partners with Tradeling to boost UAE’s food ecosystem

UAE-government-led initiative Food Tech Valley – announced in 2021 by His Highness 

Continue Reading

November 17, 2022 | By RetailME Bureau
Lulu Hypermarket to open in The Dubai Mall in 2023

Abu Dhabi-based supermarket chain Lulu Hypermarket is all set to open in 

Continue Reading

November 10, 2022 | By Rupkatha B
Beyond Meat’s Q3 2022 results “disappointing”

Plant-based meat brand Beyond Meat’s financial results for the third quarter of 

Continue Reading

November 10, 2022 | By RetailME Bureau
Barakat unveils new biodegradable packaging

UAE’s fresh produce brand Barakat has launched bio-degradable packaging across its entire 

Continue Reading

October 27, 2022 | By RetailME Bureau
Pure Harvest CEO Sky Kurtz

UAE-based agritech start-up Pure Harvest Smart Farms has signed a Memorandum of 

Continue Reading

October 27, 2022 | By RetailME Bureau
Carrefour signed up as anchor tenant for Midtown Project

Carrefour, owned and operated by Majid Al Futtaim – Retail in the 

Continue Reading

October 27, 2022 | By RetailME Bureau
Grandiose Supermarket announces country-wide expansion plans

Grandiose Supermarket, part of Ghassan Aboud Group, has announced expansion plan in 

Continue Reading

October 26, 2022 | By Rupkatha B
100 years of Valrhona

The Valrhona journey began 100 years ago with a cocoa bean. Since 

Continue Reading

October 24, 2022 | By Justina Eitzinger
On-demand grocery delivery in 15 mins

Deliveroo UAE has announced the expansion of its rapid grocery delivery service 

Continue Reading

October 24, 2022 | By RetailME Bureau
Mariam bint Mohammed Almheiri, Minister of Climate Change and Environment

The Ministry of Climate Change and Environment (MOCCAE) revealed that the UAE 

Continue Reading

October 17, 2022 | By RetailME Bureau

Abu Dhabi-based leading supermarket chain Lulu Group has appointed investment bankers Moelis 

Continue Reading

October 13, 2022 | By RetailME Bureau




f
Download Images RetailME Magazine