Ajmal makes inroads in travel retail as it plans for Singapore

UAE. Ajmal Perfumes has said it has been growing in travel retail following its first ever appearance at the TFWA Asia Pacific Exhibition in Singapore last year.

Since then, the Dubai-based family-owned fragrance house has gone on to make its debut at the TFWA World Exhibition, acquiring several listings in the past year. It will return to the TFWA Singapore show for the second year running next month (Stand number: C2).

Travel retail developments

In March, Ajmal Perfumes acquired a listing onboard KLM for the fragrances Believe for Her and Believe for Him.

Believe for Him targets men who fall in the 30+ age bracket. Described as “successful, sophisticated and having a refined taste in all aspects of life”, these men are considered as role models, the company said.

The fragrance has warm spicy top notes of cypress and vetiver, leathery woody heart notes of cashmere wood, and a woody base of musk.

Since its first ever appearance at the TFWA Asia Pacific in Singapore last year, Ajmal Perfumes has acquired listings onboard Emirates for Unveil (far left) as well as onboard KLM for Believe for Him (middle) and Believe for Her (far right)


Also designed for the 30+ age bracket, Believe for Her targets “sophisticated and elegant” women.

The growth potential within Asian markets is huge and we feel it is the right time for us to expand our reach within that region
Abdulla Ajmal
Deputy General Manager
Ajmal Perfumes

Believe for Her combines rose petals, magnolia and peony to present a floral fruity top with fresh heart notes of grapefruit. The fragrance then settles into a spicy powdery base comprised of pink peppercorn and vanilla honey.

Believe for Him and Her are available in identical 30ml crystal bottles.

Starting July, Ajmal Perfumes will also be listing a new edition of its exclusive travel retail fragrance, Unveil, onboard Emirates Airline. This edition of Unveil comes in the same crystal flacon, but is considerably more bar cart-friendly in terms of its size, the company said. It will retail exclusively onboard Emirates.

“In terms of expansion we are looking at South East Asia, through presence in Mumbai, Singapore, Malaysia and Thailand. Other countries will follow suit as and when we have the right opportunity,” Ajmal Perfumes Deputy General Manager Abdulla Ajmal told The Moodie Report.

“The growth potential within Asian markets is huge and we feel it is the right time for us to expand our reach within that region and make our presence felt through flagship retail and duty free locations.”

On the retail front, Ajmal Perfumes has expanded its reach to 135 stores across six countries within the GCC: UAE, The Kingdom of Saudi Arabia, Oman, Kuwait, Qatar and Bahrain.

Ajmal added: “We are preparing to launch our first store in Asia within the next few months. This flagship store will feature in Kuala Lumpur, Malaysia, and will be the first of many more to come across select destinations around the world.”

For more information, contact Maysan Al-Hajeb, Head of Travel Retail, Ajmal Perfumes, tel: + 971 4 269 01 02 (Ext 273), fax: + 971 4 262 97 47, mobile: + 971 50 554 92 78, or e-mail: maysan.alhajeb@ajmal.net. Visit www.ajmalperfume.com.

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