Amouage recently inaugurated its new, state-of-the-art Factory and Visitors’ Centre in Muscat, Oman.
Throughout 30 years, the House has reflected a true tradition of creating complex and finely blended perfumes of the highest quality, using rare and luxurious ingredients sourced from around the world. With products that speak to myriad discerning international patrons, Amouage has expanded its presence across the globe, strategically opening standalone shops in key opinion-forming cities to express the brand in its purest sense.
“Amouage today sells in 52 countries and has 4 regional sales offices across Europe, the Far East and the Gulf. We have 12 international shops, with the latest openings in Kuala Lumpur, Bahrain and Jeddah, and countless shop-in-shops around the world. We have seen our manufacturing levels increase dramatically year-on-year and this is why we needed to build a facility fit for future expansion plans,” said Amouage CEO, David Crickmore. “We intend for this new facility to give us adequate capacity for the next ten years at least, up to a maximum of 20,000 bottles a week.”
Built at the site of Amouage’s existing premises in Muscat, the two-storey perfumery opened its doors to visitors to view the various stages of perfume manufacturing from ingredient maceration to bottling and packaging as well as explaining the perfume extraction process. “In designing the new factory, we deliberately amalgamated the old building with the new in order to provide a sense of continuity and we believe the new, larger shop will enable us to serve regular customers, tourists and visitors far better than in the past. We hope everyone will enjoy our wonderful new spaces,” Crickmore added.
Crickmore attributed the success of the project to constant and vigilant attention to detail throughout and a refusal to accept anything but top craftsmanship in delivery. The factory also incorporates ecologically-sound features such as thickly lagged walls and ceilings and a phalanx of solar panels on the roof to power all electrical needs.
In the creation for almost three years, Amouage’s new Factory & Visitors’ Centre is intended to become a staple tourist destination and has been especially built for guests fully to experience the brand’s essence and DNA. The building also houses Amouage’s corporate offices and a shop for guests to purchase the entire repertoire of wonderful fragrances, in addition to the ever-expanding product range that now includes collections for Home, Bath & Body, Fine Leather Goods and Travel Accessories.
Crickmore paid an especial tribute to Christopher Chong, Amouage Creative Director, who has been behind the wonderful fragrance creations and all new product development over the past five years. “It is to him that we owe the continuing success of the Amouage brand,” he said. “As without his amazingly complex and really special creations we would not have come so far in so short a time.”
