January 21 2025  |  Fragrances, Cosmetics, Skincare & Haircare

Ajmal Perfumes marks major milestone during global expansion

By Wendy Morley


Abdulla Ajmal, CEO of Ajmal Perfumes

Luxury fragrance house Ajmal Perfumes is marking a milestone year in 2024 with strategic expansions and the launch of its new boutique at Muscat Duty Free as the brand continues to strengthen its position in global travel retail.

“Last year was a landmark year for us at Ajmal Perfumes,” shares Abdulla Ajmal, CEO of Ajmal Perfumes. “The opening of our boutique at Muscat Duty Free was a proud moment – it’s a space where heritage and innovation come together, reflecting who we are as a brand. Additionally, our launch in the UK marked a significant step in reaching new audiences on a global scale.”

The Muscat Duty Free boutique reflects the company philosophy of creating immersive experiences. “It’s a space that celebrates the artistry of fragrance, bringing together oud, craftsmanship and a personal touch that stays with travelers long after their journey,” he notes.

Memorable moments

The company’s international growth strategy extends beyond traditional retail presence. With over 76 duty free locations worldwide, including major hubs in Muscat, Dubai, London, Frankfurt and Istanbul, Ajmal has established itself as a significant player in travel retail.


A refined fragrance, Ajmal Aristocrat showcases the brand’s signature elegance and craftsmanship

“Looking ahead, we see travel retail as more than just a sales channel; it’s an opportunity to connect with people worldwide,” says Abdulla. “Our next steps involve expanding into more high-profile airports and duty free locations, offering exclusive products and experiences tailored to the diverse needs of global travelers. For us, it’s about creating memorable moments, not just transactions.”

The brand’s short-term strategy focuses on strengthening its presence in duty free across Europe, Asia and the Middle East, as these regions are experiencing substantial growth in luxury retail. The success of the Muscat Duty Free boutique has reinforced the company’s approach to creating immersive retail experiences.

As the fragrance company approaches its milestone 75th anniversary, the company is eyeing new territories. “We’re preparing to enter markets like Africa and Southeast Asia, where the demand for luxury fragrances is steadily rising. This expansion is not just about increasing reach; it’s about building on our heritage to create new opportunities and meet the evolving preferences of today’s customers,” Abdulla remarks.

Changing consumer

Known as the “King of Oud,” Ajmal Perfumes has built its reputation on a well-established legacy. “What differentiates us is our focus on creating meaningful fragrances,” states Abdulla. “Each perfume tells a story, whether through the richness of oriental fragrances or the refinement of western fine fragrance. Our vision is to redefine how people perceive, wear, and even select their fragrances, making the experience personal and transformative.”

The brand is actively evolving to meet changing consumer preferences, particularly among younger demographics. “Today’s customers seek authenticity, individuality and connection, and we’re crafting products that reflect these values. While oud remains our signature, we’re also introducing contemporary lines that resonate with younger audiences,” Abdulla highlights.

To reach this younger demographic, Ajmal is leveraging multiple social media channels. “Through storytelling, influencer collaborations and interactive campaigns, we showcase the Ajmal legacy in ways that feel fresh and relevant,” he adds. “These platforms also allow us to engage with customers directly, making the brand more accessible to a global audience.”

Timeless yet modern

The luxury fragrance sector is on track for significant expansion over the next decade, with Ajmal positioning itself at the forefront of this evolution. “With a projected market value exceeding US$75 billion by 2032, it’s a time of innovation and transformation, and we’re committed to leading this change,” Abdulla says.

Through cutting-edge technology, sustainability initiatives and innovative retail concepts, Ajmal is focused on redefining the fragrance experience while maintaining its heritage in traditional perfumery. “As we move into our 75th year, our goal is to adapt and shape the future of perfumery,” he concludes. “We aim to revolutionize how people experience fragrances – whether through personalized scent recommendations, sustainable practices or immersive retail environments. For us, the future of luxury fragrance lies in blending tradition with innovation to create timeless yet modern experiences.”

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