Michael Chalhoub, President of Strategy, Growth, Innovation, and Investment at Chalhoub Group, emphasised the strategic importance of this expansion: “Ghawali’s entry into Europe,  with its inaugural launch at Selfridges, highlights our ongoing commitment to bringing the rich heritage of Middle Eastern perfumery to discerning consumers in key markets regionally and now for the first time, internationally. This launch marks a pivotal moment for the brand and for Chalhoub Group as we continue to elevate the niche fragrance category on a global scale.”

Forat Al Haider, Director of Beauty Innovation at Chalhoub Group and Ghawali, reflected on the brand’s European journey: “At Ghawali, we believe that contemporary niche scents are more than just fragrances—they are stories that capture the essence of our rich culture. Launching in Selfridges, UK is a pivotal first moment in our international journey, as we bring the soul of our region to a global, passionate and young audience. Ghawali is a platform where cultural heritage and modernity meet, creating scented bonds that connect us all. We are honored to showcase our beautiful culture to the world, one scented story at a time."

Beginning on September 10 until September 12, Ghawali will host a series of exclusive events in London to introduce the brand to the UK market. Forat Al Haider will lead an invite-only session at Selfridges to offer select influencers a personalised experience to explore the art of layering and create their own signature scents. One-on-one sessions with top UK fragrance experts will also be offered, allowing media personnel to delve into Ghawali’s rich history and the intricate art of perfumery that defines the brand.

The UK launch will culminate in a memorable evening at the Sessions Arts Club, where over 120 influencers and press will immerse themselves in Ghawali’s world through bespoke activations, entertainment, and exclusive gifts

Ghawali’s European expansion will continue with a series of high-profile events across Europe. On September 18th in Milan, Italy, an exclusive press breakfast and a grand PR event at Officine Lubar will celebrate Ghawali’s entry into the Italian market. The brand will also be featured on September 26th at the prestigious Skins press day at Time & Style Gallery in Amsterdam, marking its introduction to the Netherlands.

Subsequent launches are planned for Germany, Austria, and Switzerland, further solidifying Ghawali’s presence in the European niche fragrance market.

-ENDS-

ABOUT GHAWALI

Ghawali is a modern niche fragrance brand created by the Chalhoub Group to offer contemporary fragrances through cultural storytelling and culture.

ABOUT CHALHOUB GROUP:

INSPIRE | EXHILARATE | DELIGHT

For over six decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. The Group, in its endeavour to excel as a hybrid retailer, has reinforced its distribution and marketing services with a portfolio of ten owned brands and over 450 international brands in the luxury, beauty, fashion, and art de vivre categories. More recently, the Group expanded its expertise into new categories of luxury watches, jewellery, and eyewear.

Every step at Chalhoub Group is taken with the customer at heart. Be it constantly reinventing itself or focusing on innovation to provide luxury experiences at over 750+ experiential retail stores, online and through mobile apps, each touch point leads to delighting the customer.  

Today, Chalhoub Group stands for over 16,000 skilled and talented professionals across eight countries in the Middle East, whose cohesive efforts have resulted in the Group being certified as a Great Place to Work in several countries.

To keep the innovation journey going, the Group has set up “The Greenhouse”, which is not just an innovation hub, but also an incubator space and accelerator for start-ups and small businesses in the region and internationally. This is just one of the several initiatives taken by the Group to reinvent itself, catalysed by forward thinking and future proofing. The Group has also been embedding sustainability at the core of its business strategy with a clear commitment towards people, partners, and the planet, and by being a member of the United Nations Global Compact Community and signatory of the Women's Empowerment Principles.