Oxford St London W1C 2PL

435-437 Oxford St London W1C 2PL 020 7491 333 info@arabianoud.co.uk www.arabianoud.co.uk

www.arabianoud.co.uk COMPANY PROFILE

With over 32 years experience and over 650 stores Worldwide, Arabian Oud is a prominent and trusted name in the sale of fragrances, incense, oriental perfumes and oil perfumes. RABIAN OUD ARABIAN OUD KUWAIT ARABIAN OUD QATAR ARABIAN OUD ARABIAN OUD ARABIAN OUD RABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD RABIAN OUD SAUDI ARABIA ARABIAN OUD U.A.E ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD OMAN ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUDARABIAN OUD USA ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD MOROCCO ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD OUD UK ARABIAN OUD ARABIAN OUD ARABIAN OUD LEBANON ARABIAN OUD ARABIAN OUD OUD ARABIAN OUD BAHRAIN ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD KUALA LUMPUR ARABIAN OUD ARABIAN OUD FRANCE ARABIAN OUD ARABIAN OUD OUD RUSSIA ARABIAN OUD EGYPT ARABIAN OUD JORDAN ARABIAN OUD ARABIAN OUD ARABIAN OUD RABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD ARABIAN OUD 2

CONTENTS 04 05 06 07 08 09 10 11 11 12 14 16 17 18 INTRODUCTION HERITAGE THE ENVIRONMENT MYSTICAL PROPERTIES OUD TODAY OUR FOUNDER OUR PHILOSOPHY OUR PRODUCTS ACHIEVEMENTS IN THE MEDIA BESPOKE PERFUME CUSTOMER EXCELLENCE THE FUTURE SHOP CONCEPTS 3

INTRODUCTION There are many myths and misconceptions surrounding the name Arabian OUD. There are legends that resonate along the corridors of history and there are fables handed down from generation to generation but the reality is quite simple. It is a story of one man s passion and one man s vision to bring to the world something rare and beautiful. It is a story which proves what can be achieved with drive, imagination and a unique understanding of nature and human character. Today, Arabian Oud is proud to be the largest Arabian fragrance house in the world with a unique and unrivalled reputation for specializing in only the finest quality oud, incense and pure perfume. At its heart lies the enigmatic and talismanic oud, the extremely rare resinous heartwood that forms the highly prized foundation of Arabian Oud classic oil perfumes. It is the most expensive scented wood known to man and its value transcends cultural and spiritual boundaries. 4

HERITAGE It all starts with the tree. Oud is the Arabic term for the highly prized incense that is cultivated from the Agarwood tree. This tree is rare and elusive and only gives up its coveted treasure to those with an affinity to centuries old traditions and knowledge. Indigenous to only a few remote regions in India, Malaysia, Cambodia, Indonesia and Brunei, it is the unique micro-climate, environment and natural conditions that ultimately influence the end product. Above all, it is these subtle but vitally important variations in each location which affects the flavour, fragrance and quality. The trees must be left to mature for hundreds of years before the fragrant wood can be extracted and even then no two trees can be guaranteed to produce the same degrees of excellence. 5

We strongly believe that by maintaining truly organic methods we are able to cultivate and nurture our harvests amidst hugely challenging and dangerous conditions. Our oud-hunters practice unwritten rites handed down from generation to generation to capture their elusive treasure. THE ENVIRONMENT We use local knowledge and re-plant thousands of trees ever year to off-set our environmental impact, as well as provide sustainable habitats for wildlife. Not only must they be fearless but they must understand the delicate balance between nature and the perils of too much consumption to meet the insatiable demand that drives this important global market. At Arabian Oud we protect nature and ensure that the role of the tree is continued for many years to come. In 2012 up to 75,000 Agarwood trees were planted to ensure a continued long term future. This strategy ensures that perceptions become clear and knowledge is shared in the West and Far East thus increasing demand and quality control. 6

What shaped the desire for the scent of oud and what made this rare natural phenomenon so popular across the centuries? Once again it is the tree that reveals all. Its aromatic residue is produced in response to frequent attacks of a natural fungus or mould. The fragrant resin forms in the trunk and infected roots. The increase in mass and density leads to a marked changed in colouring. The wood of the Agarwood tree is thus transformed from light beige to dark brown or black. The tree has two fragrance based offerings in solid and liquid form. In solid form Oud takes its natural shape in individual pieces of wood that seductively release their unmistakable scent once gently heated under a flame. The trapped oil is subsequently released once the outer layer of wood is naturally smouldered. In its liquid form it is a precious oil with a deep woody evocative aroma that releases slowly over time. The finest quality oud burns slower and lasts longer. This natural process is what gives oud its rich mystical properties. Tales of enhanced mental clarity and spiritual enlightenment add to its legendary status. MYSTICAL PROPERTIES 7

OUD TODAY Today, Arabian Oud is enjoying an unparalleled moment in both Western and Middle Eastern societies. Its perfume is treasured by royalty, global celebrities from the worlds of sport and entertainment and connoisseurs of fine fragrance and scents. Arabian Oud now has more than 4,000 employees worldwide covering 100 cities and 33 countries. The company is a true phenomenon with a pledge to precision and uncompromised quality. Arabian Oud opened its first European flagship store on London s Oxford Street in August 2002. This spectacular store was unveiled to great critical acclaim and today there are two floors purely dedicated to retail whilst the lower level gallery is reserved for private VIP clients and bespoke perfume appointments. With a highly trained work force committed to providing the highest levels of service, the company has successfully grown from its humble beginnings to become a global player in the fragrance market with a chain of over 740 stores worldwide, selling over 200 opulent and unique fragrances exclusive to it clientele. It is only Arabian Oud and its beloved founder, Sheikh Abdul-Aziz Al Jasser who truly recognized the potential of this magical process by making oud accessible to all. Thanks to his dream it has now been elevated to a modern art form with a heritage dating back to ancient Mesopotamia and Egypt and was further refined by the empires of both Rome and Persia. 8

OUR FOUNDER The phrase humble beginnings is often used in modern vocabulary but rarely can it be so appropriate as when applied to the origins of Arabian Oud and the global business that operates today. The ambition and dedication of Sheikh Abdul-Aziz Al Jasser is the driving force behind what is now a multi-billion dollar industry. He has led the way on a path of discovery which began in 1982 and has since established the prestige and reputation of Arabian Oud. His early years saw him train as a teacher but his passion for the world of perfumery and natural oils took him, quite literally, on a different journey. Sheikh Abdul-Aziz was fascinated by the magic and alchemy of oud. He could see the way people reacted to its scent and perhaps most importantly, he recognized the potential demand on a world wide scale. His first small shop opened in the old Alsal souk of Riyadh in Saudi Arabia with support from family and friends. This was just one of many brave decisions that led to a unique insight into every aspect of the production and marketing of oud. In his quest for knowledge and perfection, Sheikh Abdul-Aziz travelled to all corners of the earth to hone his craft and to forge lifelong relationships with the oud hunters and growers. These relationships remain in place today and have formed the basis of sustainability and planning which ensures the continued success and quality control of the oud market. Understanding the delicate balance that exists and the dangers of over cultivation which could threaten the survival of communities is the key factor. 9

The philosophy of Arabian Oud and the vision of Sheik Abdul-Aziz as a pioneer, highlights the importance of respecting the different cultures and the all-important natural processes that must be adhered to. At the heart of the company that brought Oud to the World, lies an understanding and a desire for change. Social responsibility, opportunities for the disabled, fair trade and re-investment are on-going aspects that underpin the business. OUR PHILOSOPHY 10

ACHIEVEMENTS Arabian Oud was the first Arabian member of the prestigious Fragrance Foundation in both the United Kingdom and France. This non-profit making organization is renowned as the benchmark for setting the standards of excellence for the fragrance industry. We continue to win accolades and awards around the world as our scents gain awareness and loyal fans. Arabian Oud is first and only Arabian brand to be named in the fragrance industry bible, Michael Edwards Fragrances of The World. This is the definitive database for fragrance classification, perfumers, bottle designers and brands and is widely regarded as a mark of excellence. We are the only fragrance house to have a flagship store at the heart of London s premier shopping streets on Oxford Street. The only Arabian perfumer to have a global network of international boutiques including Malaysia, France, Singapore, Morocco and Dubai. We average 25,000 sales transactions per day and produce 25 million perfume bottles per year. Exciting new Arabian Oud boutique in the successful Westfield Shopping Centre has been unveiled. 11

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J +AROMATIC WOODS OUR PRODUCTS At Arabian Oud we proudly admire our Arabian Heritage and our one and only goal is to represent it to the world in the best way it should be. For us we do that through our products; every scent carries a piece of heritage, culture and traditions of the Middle East in general and the Arab World in particular. The uniqueness of our products is attained by the commitment to minimise chemical levels thus increasing concentrated levels of natural perfumery. Endeavours continue beyond the stage of perfume creation, however. Exceptional efforts are exerted during the design stages of packaging. Distinctive and artistically formed packages are created to reach over-all products of visual appeal. Although our sense of smell is emotional, the fragrances we most enjoy usually belong to just one or two fragrance families. The Fragrance Wheel holds the key to our fragrance likes and dislikes. It lets us see at a glance the relationship between the 14 different families. At Arabian Oud we use the Fragrance Wheel to map out the connections to all the various scents we produce. FLORAL +FRESH-CUT FLOWERS +ALDEHYDES J POWDERY NOTES +ORANGE BLOSSOM SWEET SPICES +INCENSE AMBER J +ORIENTAL RESINS ORIENTAL J +SANDALWOOD PATCHOULI J FRUITS J +BERRIES Aromatic fougère VETIVER J J FRESH +GALBANUM GREEN NOTES J +MARINE AQUATIC NOTES J +BERGAMOT CITRUS OILS J +LAVENDER AROMATIC HERBS +DRY WOODS J LEATHER J +OAKMOSS AMBER WOODY 13 15

IN THE MEDIA Retailer of the Year 2014 Fragrance of the Year 2013, 2014 My Perfume of the Year 2013 5 international awards at FIFI Arabia Perfume 2012 Voted number one brand in the Middle East 14

FEMININE FF MARKET DOMINATED BY DIRECT SELLING GROUPS (NATURA, AVON) HIGH CONCENTRATION OF THE SELECTIVE FEMININE FRAGRANCE MARKET:D :HIGH CONCENTRATION OF THE FRAGRANCE MARKET TOP 5 GROUP+39,5% GLOBAL FINE FRAGRANCE MARKET TURNOVER FINE FRAGRANCE MARKET Fragrance, Global, Company Share (Top 20 Compamies) by Value (5) FEMININE FF TOTAL MARKET FEMININE FF SELECTIVE MARKET 1 G%Share 1 L'Oréal 2 Coty 3 P&G 8.5 8.4 7.7 G%Growth vs 2010 3.5 3.4 6.8 1 4 Avon 7.5 7.6 5 LVMH 7.4 12.0 6 E. Lauber 5.5 4.5 FRAGRANCE GLOBAL FEMININE TOP BRANDS 12 Arabian Oud 1.2% 10 Arabian Oud 1.9% FRAGRANCE GLOBAL FEMININE TOP BRANDS 7 O Boticário 8 Chanel 9 Natura 10 Puig 4.5 4.4 4.2 3.9 3.3 26.0 6.5 9.6 11 Arabian Oud 1.7 5.9 12 E. Arben 13 Oriflame 14 Belcorp 15 shiseido 1.5 1.4 1.3 1.1 2.1 17.7 1.8 2.6 16 Clarins 17 Worwerk 18 Yves Rocher 19 Limited Brands 0.9 0.8 0.8 0.8 7.4 13.1 6.4 3.2 20 Mary Key 0.7 5.3 Arabian Oud has attracted widespread critical acclaim and plaudits from the influential beauty and lifestyle media for its heritage and vast selection of Arabian and international fragrances. 15

BESPOKE PERFUME The Arabian Oud collection extends to thousands of luxurious natural fragrances, 20 of which are available exclusively in London. The permutations are infinite and no effort is spared to ensure the finished article matches the brief. With prestigious clientele on every continent, Arabian Oud has created unique blends for members of royal families in the Middle East as well as celebrities from sport, film, television and the arts. All our customers who visit our stores are treated with the same high level of respect and care as befits our reputation for excellence and perfection. Luxury is a term that can be truly applied to Arabian Oud. It is a luxury that is accessible to all our customers and it is a special aspect of our business that defines us and our understanding of the needs and desires of the discerning fragrance connoisseur. At Arabian Oud our bespoke custom made fragrances are created by our in-house team of perfumers to capture an individual s personality and fragrance preferences. As an artist paints a portrait or a Parisian haute couturier crafts a one-off made to measure ball gown so too our highly skilled and sophisticated in-house team refine and blend the finest ingredients to produce unique and beautifully presented scents. The entire experience from start to finish is a voyage of discovery. The finished perfume is encased in limited edition flacons and wrapped in spectacular handmade boxes that compliment the quality within. 16 18

We are proud to be able to create bespoke hand crafted scents for our illustrious clientele. Heads of State, film stars and royalty have all commissioned Arabian Oud to provide unique and individual fragrances for everyday wear or the ultimate in special occasions. One example of this is the Crown Princess Hamida of Brunei, who approached Arabian Oud to design a new perfume and pure crystal flacon to celebrate her marriage. A perfume that not only was unique, but would also capture this major event in the history of Brunei. Our now world-famous exclusive Princess Hamida Blend celebrates our close ties with her father, The Sultan and continues to be a hugely popular scent created from the rare and exquisite Taif Rose. Top notes of the finest oud oil are perfectly complimented by middle accords of Mandarin and Ylang Ylang and enhanced by a rich base of Taif Rose and Frankincense. A truly special blend for a very special time. 17

CUSTOMER EXCELLENCE At Arabian Oud our sales and customer service is unrivalled. Our sales teams are hand-picked for their knowledge, attention to detail and passion for excellence. We constantly assess and challenge them to maintain the highest levels of product awareness and to ensure they are fully aware of the needs of our 230,000 loyal and regular customers. Every member of staff receives comprehensive training and an in-depth understanding on the heritage of Arabian Oud. 18

THE FUTURE A controlled and strategic expansion will see exciting, new stores spread the message across the UK and Europe. We are working closely with the world s leading retailers and department stores to create exclusive fragrances and partnerships. Iconic retailers such as Saks 5th Avenue, Selfridges and Harvey Nichols are all experiencing the magical effects of Arabian Oud. 19

Combined with many years experience of the fragrance industry and a highly talented team of interior designers we have come up with retail design concepts that not only inspire but create the perfect theme and atmosphere that have made Arabian Oud memorable throughout the world. These state of the art stores have very quickly become the preferred shopping destinations for many of our customers because they carry the widest selection of fragrances, provide a high quality of service, and offer the most luxurious atmosphere. Our new flagship stores in the UK, Europe and Middle East optimise the Arabian History, Culture and Heritage and have become prominent shopping outlets. SHOP CONCEPTS 20

The Arabian Oud brand represents heritage and originality, an element of Middle Eastern culture and tradition. 21

22 Featuring a new design concept, our new branches are poised to offer customers an ideal shopping experience, providing them with the company s finest blends and products available in the fragrance market.

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