15 September, 2012
House of AMOUAGE expands with standalone shops in MALAYSIA & BAHRAIN



Starhill Gallery - Kuala Lumpur                                            Bahrain City Centre - Manama


The House of Amouage has opened its first standalone shops in Kuala Lumpur & Bahrain which now houses Amouage’s wonderful repertoire of fragrances in addition to an ever-expanding product range including collections for Home, Bath & Body, Fine Leather Goods and Travel Accessories.


At the helm of the House’s international market penetration strategy is CEO, David Crickmore. “Opening standalone shops in key opinion-forming cities around the world is at the strategic heart of the company. This enables the brand to be seen in its entirety, with the full product mix, as well as in its own environment, therefore presenting the purest expression of the brand DNA,” said Crickmore.  


“Our expansion strategy has a three-pronged approach, of which opening retail shops around the world is one. We also wish to extend our presence in those markets where we have a wholesale presence to develop the brand further. The final thread to our strategy is to research and open new markets,” he said. “Our products speak to myriad discerning patrons all around the world and we are able to exercise authority in the international luxury fragrance industry as a result of our uncompromising standards of quality and luxury. It is this stance that we intend to pursue as we move forward.”


Designed by JHP in London under the direction of the Creative Director of Amouage, Christopher Chong, the shop in Kuala Lumpur embodies Amouage’s philosophy of artistry in perfumery, boasting elegant, clean-cut ivory-style furnishings and a gold leaf Murano glass wall feature. The House’s signature jacquard is exquisitely carved into some of the fixtures as an expressive representation of the brand’s timeless sophistication. 


Crickmore explained, “The concept is to create a space in which our customers feel at home. Each market has its own sensibilities and we try to reflect that rather than having a standard one-size-fits-all mentality to our shops. For this reason we have sourced hand-printed Chinese wallpaper for the Kuala Lumpur shop, as well as some local antique armoires which we use as display fixtures. Colour accents are provided by red lacquer fret-cut screens, which are used as a backdrop to the wall bays.”


“Coinciding with the opening is the launch of our latest Interlude fragrances for man and woman which evoke an air of disorder while maintaining a sense of harmony through the inventive use of two prized ingredients, Frankincense and Myrrh. We believe these will appeal to our customers worldwide as they continue to reflect our niche Oriental fragrance tradition.”


The luxury brand’s string of shop opening in Dubai Mall, Dubai's Wafi Mall and London's eponymous Knightsbridge district. By the end of 2013, a total of 21 mono-brand shops will be located across the world. The South East Asian region is particularly important for the brand’s development and the retail team of the House are currently researching and sourcing sites in Singapore, Jakarta and Bangkok, with a view to opening next year in those cities as well as others in the Gulf and Europe.


Amouage is now sold in more than 50 countries in the world’s premier stores including Harrods, Fortnum & Mason and Selfridges in London, Lane Crawford in Hong Kong, David Jones in Australia, KadeWe in Berlin, Bon Genie in Geneva and Bergdorf Goodman in New York City.