Amouage is taking up New York Metropolis.
The posh Omani perfume home has opened its first New York retailer at 150 Spring Road in SoHo. Referred to as “Brickfield,” the 860-square-foot boutique blends inspirations from the crimson sands of Oman’s desert with Manhattan’s industrial spirit, and marks Amouage’s twenty first stand-alone retailer globally.
“Our philosophy is to create a singular idea for every boutique,” stated Renaud Salmon, chief inventive officer of Amouage. “Our shoppers are world vacationers, and we need to give them an excuse to go to boutiques world wide that inform a unique story.”
The opening follows a pop-up that Amouage beforehand held in 2024 within the neighborhood, and is the model’s second U.S. boutique so far following the opening of an Amouage retailer in New Jersey’s American Dream mall final yr. Inside the subsequent six months, the model has plans to open 15 further boutiques globally, together with 5 within the U.S. in areas comparable to Beverly Hills, Miami, Houston and New York’s Meatpacking District.
“The U.S. is a top-five marketplace for us,” stated Amouage chief govt officer Marco Parsiegla, including the model additionally sells at U.S. department shops together with Neiman Marcus, Nordstrom and Bergdorf Goodman and has seen “greater than 50 % development available in the market year-to-date.”
Amouage’s “Brickfield” SoHo retailer.
Courtesy
Amouage is thought for its extremely concentrated, Arab-inspired fragrances. These embrace the model’s extraits, which retail for $550 per 100-ml. bottle and have fragrance oil concentrations between 40 % and 56 %. The class contains greater than 20 % of Amouage’s enterprise, which in 2024 exceeded $260 million in retail gross sales, up 30 % versus the yr prior.
By the tip of 2025, the model expects to double its income from 2023.
“In luxurious perfume, individuals are likely to view craft and contemporariness as one or the opposite; we really feel strongly that we are able to deliver the 2 collectively,” Salmon stated.
Amouage Steering 46 Extrait
Getty Photographs for Amouage
A lot of Amouage’s choices, together with these in its hero Steering franchise, cater to each female and male perfume customers. Younger customers are more and more participating with the model, too, with 80 % of Amouage customers being underneath the age of 45.
Amouage’s greatest power, Salmon stated, isn’t just its oudy scent profiles, however the endurance of its fragrances.
“Individuals need long-lasting fragrances. They get very upset once they pay $300 or extra for a perfume that’s solely going to final one or two hours, and never get them any compliments,” Salmon stated. “That urge for food has been an enormous contributor to the rise of Center Japanese perfumery.“
Certainly, even teenage boys in the hunt for ultra-powerful fragrances — coined on-line as “beast mode” fragrances — have extra just lately been turning to the posh model, additional boosting model consciousness amongst Gen Z.
“Having an deliberately accomplished, bodily contact level for the model could be very significant,” Salmon stated. “These shops for us are much less about transactions and extra so a pure expression of the home the place we are able to convey the ethos of Amouage.”
