Ghawali, a Chalhoub Group brand specialising in modern oriental niche scents, unveiled its new contemporary flagship store at Nakheel Mall, Riyadh. The opening represents a new era for the brand - which bridges the oriental niche scents with the contemporary culture.

Ghawali was created and launched in 2016 by Chalhoub Group to offer a contemporary twist to the premium oriental fragrance offer. The Riyadh flagship store symbolises an evolution for Ghawali, the brand is more deeply integrating and embracing its regional roots and identity, while also reflecting modernity, contemporary culture, and international influences. This is conveyed through the incorporation of regional scents and natural ingredients along with minimalist and elegant design elements. The brand has invested in collaborations with some of the region’s most creative minds to bring together Ghawali’s signature luxurious scents and fragrances.

With the relaunch of Ghawali brand and flagship store, Chalhoub Group is reiterating its commitment to fragrances category, a key pillar of beauty across the region. Worth more than US$800 million annually, this category represents more than half of the total GCC beauty market.

Forat Al Haider, Head of Beauty Innovation at Chalhoub Group commented: “The reimagining of the Ghawali brand and flagship store represent our commitment to celebrating the luxurious identity, rich heritage and love for our region. Ghawali pays tribute to the sophistication of the Saudi Arabian market when it comes to scents, and the Kingdom’s position as a major player and influencer of key trends in the beauty and fragrance sector, which is why we have chosen to launch our flagship store here in Riyadh. By bridging our strong heritage, cultural identity, and drive for innovation with international lifestyles we have created a concept perfectly suited for our younger generation in the region while inviting the global markets and consumers to take part of our culture via Ghawali.”

Niche fragrances and modern oriental fragrances represent around 20% of the fragrance category, with Niche leading the growth in this segment. Ghawali seeks to leverage this growth through its unique, high-end fragrances, leaving each customer with an unforgettable and customised experience that represents their individual tastes and preferences.

Following the Riyadh store opening, Ghawali is also set to launch its new collection of perfumes in February and April of this year. In addition, a unique scented tribute is planned for Saudi Arabia in the upcoming months – capturing the specific mood and identity of the Kingdom. The new Ghawali flagship store is now open at Nakheel Mall located on Al Mughrizat, Exit 9, Riyadh.

To visit other Ghawali stores across the Kingdom, visit: sa.ghawali.com/pages/store-locator