A new oriental fragrance brand with its own line of perfumes and stores is being rolled out across the Middle East.

Called Ghawali, the concept has been launched by the UAE-based Chalhoub Group, a leading player in the luxury market across the Middle East.

Chalhoub says it identified a gap in the luxury oriental fragrance market and decided to capitalise on its intimate knowledge of the Middle East by creating its own oriental fragrance line and stores.

With Ghawali, the group has utilised its creativity and retail experience to offer best-in-class products and services that will attract contemporary male and female Gulf consumers looking for a new oriental fragrance buying experience. 

Patrick Chalhoub, co-CEO of the Chalhoub Group, says: “In the Arabic culture, fragrance is more than just a scent; it is linked to traditions, values, status and heritage, hence strong emotional bonds with the brand are essential. We created Ghawali with the aim of being closer to our customers, to create memorable shopping journeys and offer a unique and personalised service within luxurious surroundings. Ghawali means something precious, something dear; and this is how we feel about our guests.” 

In a recent study on fragrances in Saudi Arabia, it was found that the typical Saudi consumer spends $700 a month on oriental fragrances. This, combined with increasing demand from Western visitors to the Middle East, has resulted in the oriental fragrance market going from strength to strength. 

In line with this, Ghawali has developed harmonised scent collections to facilitate the layering ritual, which involves use of the same scent in different formulations to add to its longevity and impact. The range spans from perfumes, oils, bokhour and precious oud to bath and body products including shower gel, hair and body oil and body cream. 

The first Ghawali store opened its doors in Dubai Festival City in August, followed by a second store in City Walk in last month, with three Ghawali stores also opening in the Saudi cities of Riyadh and Jeddah. 

Chalhoub Group plans on expanding Ghawali to the entire region within the next five years.

The Chalhoub Group is the leading partner for luxury across the Middle East since 1955 and a major player in the beauty, fashion and gift sectors regionally.

The group has a workforce of more than 12,000 people in 14 countries and operates 650 retail stores.

By being committed to implementing sustainable practices, the Chalhoub Group was awarded in 2015, for the third consecutive year, the CSR Label from the Dubai Chamber of Commerce and is also a member of the United Nations Global Compact Community.