Amouage is taking on New York City.
The luxury Omani fragrance house has opened its first New York store at 150 Spring Street in SoHo. Called “Brickfield,” the 860-square-foot boutique blends inspirations from the red sands of Oman’s desert with Manhattan’s industrial spirit, and marks Amouage’s 21st stand-alone store globally.
“Our philosophy is to create a unique concept for each boutique,” said Renaud Salmon, chief creative officer of Amouage. “Our clients are global travelers, and we want to give them an excuse to visit boutiques around the world that tell a different story.”
The opening follows a pop-up that Amouage previously held in 2024 in the neighborhood, and is the brand’s second U.S. boutique to date following the opening of an Amouage store in New Jersey’s American Dream mall last year. Within the next six months, the brand has plans to open 15 additional boutiques globally, including five in the U.S. in areas such as Beverly Hills, Miami, Houston and New York’s Meatpacking District.
“The U.S. is a top-five market for us,” said Amouage chief executive officer Marco Parsiegla, adding the brand also sells at U.S. department stores including Neiman Marcus, Nordstrom and Bergdorf Goodman and has seen “more than 50 percent growth in the market year-to-date.”
Amouage’s “Brickfield” SoHo store.
Courtesy
Amouage is known for its highly concentrated, Arab-inspired fragrances. These include the brand’s extraits, which retail for $550 per 100-ml. bottle and feature perfume oil concentrations between 40 percent and 56 percent. The category comprises more than 20 percent of Amouage’s business, which in 2024 exceeded $260 million in retail sales, up 30 percent versus the year prior.
By the end of 2025, the brand expects to double its revenue from 2023.
“In luxury fragrance, people tend to view craft and contemporariness as one or the other; we feel strongly that we can bring the two together,” Salmon said.
Amouage Guidance 46 Extrait
Getty Images for Amouage
Many of Amouage’s offerings, including those in its hero Guidance franchise, cater to both male and female fragrance shoppers. Young shoppers are increasingly engaging with the brand, too, with 80 percent of Amouage consumers being under the age of 45.
Amouage’s biggest strength, Salmon said, is not just its oudy scent profiles, but the staying power of its fragrances.
“People want long-lasting fragrances. They get very disappointed when they pay $300 or more for a fragrance that is only going to last one or two hours, and not get them any compliments,” Salmon said. “That appetite has been a huge contributor to the rise of Middle Eastern perfumery.“
Indeed, even teenage boys in search of ultra-powerful fragrances — coined online as “beast mode” fragrances — have more recently been turning to the luxury brand, further boosting brand awareness among Gen Z.
“Having an intentionally done, physical touch point for the brand is very meaningful,” Salmon said. “These stores for us are less about transactions and more so a pure expression of the house where we can convey the ethos of Amouage.”
