AMOUAGE Global Sales Surge to Record 33% in Q3 – 2024

Amouage, the prestigious independent High Perfumery House from Oman, continues to experience remarkable growth. In the third quarter of 2024, Amouage reported a 33% surge in sales, pushing total growth for the first nine months of the year to an impressive 27%. This outstanding performance spans multiple geographies and sales channels, attributed to the brand's innovative creative direction, strong desirability, and unwavering dedication to craftsmanship. Despite challenges in the luxury sector, Amouage’s consistent quality and vision have proven vital in sustaining its upward trajectory.

The third quarter highlights the demand for Amouage’s iconic fragrances, especially its top five creations: Guidance, Interlude, Reflection, Purpose, and Honour, all of which achieved over 20% growth. Guidance, Amouage's most popular scent globally, saw a phenomenal 245% increase, buoyed by prominent takeovers in major cities and the release of Guidance 46 Exceptional Extrait. The revamped Secret Garden Collection also saw tremendous success, with sales quadrupling by 335%, while the Exceptional Extraits line tripled in sales, underscoring the market’s appetite for high-concentration, premium fragrances.

Global Expansion and Channel Growth Amidst Challenges

Amouage recorded robust sales across different regions and channels despite a complex global economic environment. The brand’s boutique sales increased by 30%, like-for-like e-commerce surged by 57%, and Travel Retail expanded by 51%. Regionally, Amouage experienced a 50% boost in the Americas and a 39% increase in the Asia Pacific (APAC) region, highlighting the global appeal and demand for Amouage’s creations. This expansion reflects the brand's resilience and commitment to reaching a diverse and expanding audience worldwide.

Heritage and Sustainability Through Vertical Integration

Beyond financial performance, Amouage is also leading in sustainable practices, particularly with the integration of natural ingredients. A new milestone was achieved with the Frankincense Tree Sponsorship program, launched at the UNESCO World Heritage site of Wadi Dawkah. This program, initiated with support from UNESCO and Oman’s Ministry of Heritage and Tourism, aligns with Amouage’s dedication to heritage conservation. It signifies a commitment to revitalize the Frankincense industry, ensuring sustainable harvest practices and serving as a custodian of this natural treasure.

Looking Ahead: Innovations and Deepening Omani Roots

Looking forward, Amouage is optimistic about the remainder of the year, driven by the success of its latest launch, The Essences Collection. This groundbreaking line includes three perfumes that undergo an exclusive six-month double-aging process, which quickly sold out online within just 24 hours. Amouage remains dedicated to its Omani heritage and values, with plans to continue investing in high-quality products, international expansion, and sustainable projects, reinforcing its status as a leader in the luxury perfume industry.