Sterling Perfumes reshapes the fragrance landscape, offering premium scents at accessible price points
Sterling’s strategy in travel retail involves adapting to evolving consumer demands, particularly in the luxury and niche fragrance segments. The company recently launched Precieux I, a luxury fragrance specifically targeting GTR, offering a unique and accessible option for travelers
In travel retail, where luxury and affordability can seem at odds, Sterling Perfumes has carved out a unique niche. Founded in 1998 under the umbrella of Fakhruddin Holdings, this UAE-based fragrance company has rapidly ascended to become a key player in the global fragrance industry, with travel retail especially important.
As Sterling Perfumes celebrates its 25th anniversary, the company’s trajectory reflects a remarkable journey of expansion and innovation. From its humble beginnings, Sterling has grown into a powerhouse with a 550,000 square-foot production facility in Dubai and a workforce of 2,500 employees.
Global growth
Gautam Siyal, Executive Director at Sterling Parfums Industries, reflects on the company’s growth. “Over the past decade, we’ve experienced phenomenal growth, expanding our business tenfold from where we started,” he says. “Our success stems from our ability to offer high-quality fragrances at competitive prices, typically at about one-fifth the price of comparable luxury brands.”
Gautam Siyal, Executive Director, and Vineet Garmella, Assistant Manager - Brand Strategy and Research, in the company’s substantial booth at TFWA WE 2024. As Sterling Perfumes continues to grow and evolve, its impact on the travel retail fragrance market is undeniable
Sterling’s global footprint is impressive, with its products sold in over 130 countries. The company has set an ambitious goal to be present in every country by 2030. “We’re not just selling globally; we’re also establishing distribution networks in key markets like the UK, US, and India,” Siyal notes.
Company evolution
Sterling’s success in travel retail is bolstered by its agility and innovation, especially in digital engagement. Siyal emphasizes the importance of staying ahead of trends. “Post-pandemic, we’ve embraced e-commerce and modernized our business strategies. This has been crucial in meeting the growing demand for niche fragrances and maintaining our competitive edge,” he says. The company’s flagship brand, Club de Nuit, has become its biggest success story, exemplifying Sterling’s ability to deliver luxury-quality fragrances at accessible price points.
Looking to the future, Sterling is expanding into two exceptionally important areas. “We’re expanding into hair care and skin care, which will be a major focus for us in the coming years,” Siyal reveals. In the travel retail space, Sterling is making significant inroads into cruise, recognizing the unique opportunities this channel presents for fragrance sales.
As the industry moves towards more sustainable practices, Sterling is also adapting. “We’re conscious of our environmental impact and are taking steps to reduce waste, improve packaging sustainability, and optimize our logistics for reduced emissions,” Siyal states.
Siyal concludes with an optimistic outlook. “Our journey over the past 25 years has been incredible, but we believe the best is yet to come. We’re committed to bringing affordable luxury to travelers worldwide and continuing to innovate in ways that benefit both our retail partners and end consumers.”
