Dubai Sharjah-based Swiss Arabian Perfumes is investing Dh100 million in setting up 70 new outlets across the GCC, a company official said.
The investment plan includes re-branding, re-fitting of the existing stores and outlets as well as expansion of its retail network that will see the company grow to a strength of 120 retail outlets by 2007.
By then, the company will have 50 new concept stores under its Al Arabiya Al Swissriya branding as well as 70 "shop-in-shop" outlets in major malls and public places under its Perfumes Etc. branding.
It currently operates 64 retail stores across the GCC, including 12 in the UAE.
Hussain Adamali, Swiss Arabian Perfumes (SAP) Group's founder and chairman, said: "To clearly get closer and empathise with our target consumer we started with identifying our two key consumer segments which form the core of our market.
"On the one hand, we have the discerning Arab nationals, largely from the UAE and the GCC who form the key constituent and come to us to buy Oud, Dehn Al Oud [Oil of Oud) and premium Arabic fragrances, followed by the large number of tourists who aspire for oriental fragrances."
The 70 "shop-in-shops" will be set up under Perfumes Etc branding where its mid-range popular Western perfumes will be stored. "Then there are the value seeking and value conscious customers, both Arab nationals [generally younger in age] and expatriates who want quality and genuine products at affordable value primarily Arabic and French perfumes, Bakhoor and beauty products," he said.
To cater to these two different segments in an effective and relevant manner, the SAP Group chalked out a retail strategy that consisted of segregate its retail presence into two distinct brands, each with a distinct brand value and character, and with a clear brand discriminator. The total investment is projected at more than Dh100 million.
Raju Nair, Group Marketing and Business Development Manager of Swiss Arabian Perfumes, said: "Among the 120 outlets, we are adding 12 this year, including 6 in the UAE, 2 in Oman, 2 in Saudi Arabia and 1 each in Kuwait and Qatar. "We will add 10 stores next year, while five are scheduled for opening in 2007."
The company is also working on to launch 12 types of Oudh and Dehnal Al Oud perfumes.
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