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Merge 104.8 | 29 October 2024
Amouage, the independent Omani High Perfumery House, has reported a 33% increase in its 2024 third-quarter sales, bringing the total growth in the first nine months of 2024 to +27%. The outstanding performance was achieved through double-digit growth across all geographies and channels and reflects the continued momentum of the House behind its dynamic creative vision, sustained desirability and investment in the excellence of its craftsmanship, which has proven to be key in overcoming the turbulence of the luxury market.
The positive results showcase the demand for Amouage’s iconic fragrances, with the top 5 creations: Guidance, Interlude, Reflection, Purpose and Honour, all growing above +20%. Guidance, Amouage’s current global most-loved creation, specifically grew by +245%, expanding world-wide through high-profile takeovers in key cities around the world and the introduction of Guidance 46 Exceptional Extrait. The Secret Garden Collection sales quadrupled (+335%) due to the relaunch and revamp of the collection while the Exceptional Extraits sales tripled (+204%) underscoring the steady demand for high-concentration, high-value perfumes.
Amouage has also witnessed continued robust sales revenue growth across geographies and channels. Despite the more complex economic and geopolitical context the world is observing, Amouage boutiques sales grew by +30%, like-for-like e-Commerce sales gew by +57% and Travel Retail by +51%. Meanwhile, sales in the Americas increased by +50% and the Asia Pacific (APAC) region by +39%, a testament to the global demand of Amoauge creations.
Moreover, the House is taking leadership in the vertical integration of natural ingredients, announcing a new milestone initiative at the UNESCO Heritage site Wadi Dawkah with the launch of the Frankincense Tree Sponsorship programme, as Amouage kicks off the second Frankincense harvest season on site. Amouage, by partnering with UNESCO and with Oman’s Ministry of Heritage and Tourism, aims to revive the Frankincense industry while acting as the custodian of Wadi Dawkah.
Amouage is confident for the remainder of the year as it reveals The Essences Collection: a first in High Perfumery with three perfumes undergoing a 6-month double ageing process, which sold out online in just 24 hours. Moving forward, the House will continue to invest in high quality products, in its international development and vertical integration projects, while staying true to its Omani roots and values.
