NICHE FRAGRANCES FROM UAE

UAE-based My Perfume Group was started with one multi-brand trading store in 1993. But its presence has gone global. In 2014, it launched My Perfumes Select as a new age brand that, it says, embraced rich ancient perfumery traditions of the Middle East while embracing the modern global fragrance cultures. Later in 2023, buoyed by the worldwide success, it decided to launch the brand in Mumbai. "Mumbai is a highly dynamic city and is the financial and commercial hub. It is also one of the fastest growing economies and the fashion capital of India as well," Mustafa Firzo, Managing Director, My Perfumes Group, informs Images Business of Fashion. Excerpts.

Please tell us about the origins of your brand and the journey so far.

We started on a very humble note with one multi-brand trading store in 1993, marking 30 years in the market this year. We have successfully garnered a worldwide presence since. In 2014, My Perfumes Select was started as a new age brand that embraced rich ancient perfumery traditions of the Middle East while embracing the modern global fragrance cultures. The collection entails a delectable fusion of the East and West; a globally loved manifestation of oriental mystique and western elegance. With a relentless pursuit of excellence and a passion for creating scents that transcend time, space and borders, each bottle holds not just a fragrance but also a story. A story of elegance, sophistication, and the quest for enduring beauty.

In 2023, buoyed by the worldwide success of the brand's signature perfume palette, we decided to launch the My Perfumes Select retail experience in India.

Your brand recently entered India with an exclusive store in Mumbai. What were the factors behind this decision? What are your expansion plans in India in the next 3 years?

Mumbai is a highly dynamic city and is the financial and commercial hub. It is also one of the fastest growing economies and the fashion capital of India as well. In addition to this, our core audience is the younger generation. Hence Mumbai,  being a vibrant, enterprising city with a large population of our target audience. The central and state leadership is highly supportive of initiates that lead to further growth and development, even from a commercial standpoint. Subsequently, the resonance makes perfect sense in a way of positioning our brand as a luxury, lifestyle brand even from a commercial standpoint. In terms of expansion plans, we intend to open approximately 100 stores in Pan India, in the next 3 years.