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Ajmal unveils new retail philosophy

United Arab Emirates: Tuesday, July 14 - 2009 @ 15:15

Spanning three to five years, Ajmal will invest approximately AED50 million to revamp its 120-strong existing outlets across the GCC with a completely fresh and modern retail ambience, as well as launch a series of new outlets in key markets.

The new retail concept was unveiled today at the Ajmal outlet in Burjuman, the first to undergo the series of revamps.

The new look boasted a whole new open-plan layout where customers can enjoy the experience of Ajmal’s fine fragrances, oudhs and oils within a spacious, stylish and contemporary environment. The subtle ambient lighting, absence of enclosed display areas and the arrangement of fragrances from light, medium to strong have all been designed for consumers to freely interact with the vast range of Western and Oriental fragrances, which Ajmal believes is essential for a satisfying retail experience.

“With 57 years in the perfumery industry, Ajmal fragrances have evolved with the times, to reflect new ideas, trends and preferences. Today we are extending this strategy to our brand and retail philosophy as well. With the world of perfumery being primarily a sensory one, it is essential for the retail environment to enhance and complete this sensory experience for customers,”

said Nazir Ajmal, Chief Operating Officer and Chief Perfumer, Ajmal Perfumes.

The new philosophy, Crafting Memories, reflects the foundations and beliefs on which the Ajmal legacy has been built on. It is inspired from the belief that fragrances have the power to evoke a union of all five senses within an individual, and it is this union of senses that creates lasting memories of the special moments in people’s lives.

The story of Ajmal began in Assam, India, when founder Haji Ajmal Ali first began trading in the lucrative oudh industry. Derived from the essence of agarwood trees, oudh can take up to 20-40 years to harvest, and can cost more than tens of thousands of dollars per kilo. As the demand for oils and fragrances made from oudh grew, Ajmal became one of the foremost suppliers of high quality oudh to the Middle East.

Today Ajmal Perfumes, managed by the second and third generation of the Ajmal family, is a sprawling business with an annual turnover of over USD200 million. In 2004, as a result of its phenomenal growth in the region and increased demand for its fragrances, Ajmal invested AED 35 million to build a 150,000 square feet manufacturing facility in Al Quoz Industrial zone, Dubai.

The comprehensive facility, replete with the latest technology to facilitate research and development, and key processes such as blending, filling and packaging, has the capacity to produce up to 50,000 bottles of fragrances per day for regional distribution.

The distinction of Ajmal’s state-of-the-art R&D facility is further attested to by its affiliation with the Saudi Arabian Standardization Organization (SASO), which has granted Ajmal perfumes the authority to issue regulatory compliance certificates on behalf of SASO to any regional or international perfume brand that enters the Saudi Arabian market from the UAE.

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Tuesday, July 14- 2009 @ 15:15 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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