KUWAIT - Industry
Executive Manager, Atyab Al Marshoud
Bio
Marshoud AlMarshoud is Kuwaiti partner and general manager at Atyab Al Marshoud. He has a bachelor’s degree in public relations from Gulf University for Science and Technology. He has enhanced the company’s profile, representing the brand at events and strengthening its reputation. Through building strong relationships with partners and authorities he has ensured compliance and driven the firm’s success.
For a century Atyab Al Marshoud has been a staple in the fragrance market. Founded by Sulaiman Al Marshoud, the business transitioned to his son and brother, now led by the third generation. Starting with just six stores, we have expanded globally to over 250 locations across 19 countries, with manufacturing operations based entirely in France. Quality has always been paramount to us, driving our decision to invest heavily in both fragrance excellence and skilled manpower. Our commitment to quality has fueled our growth over the past decade. Recognizing France as the global hub of manufacturing, we shifted operations there over a decade ago, resulting in a significant uptick in product quality. This shift has resonated with our customers, leading to increased sales and market presence. We have identified a niche in the market for high-quality fragrances at accessible prices that strikes the perfect balance between luxury and affordability, providing our customers with a lasting sense of indulgence without breaking the bank.
France stands out as the global epicenter of perfume manufacturing. Its unparalleled infrastructure, from raw materials to the filling process, sets it apart. The stringent regulations enforced by the French government ensure product safety and quality, covering aspects like ingredients, application methods, and potential harm to users or clothing. By manufacturing in France, we guarantee top-tier quality and compliance with rigorous standards, prioritizing the well-being of our customers and the integrity of our products.
I believe the success of Atyab Al Marshoud can uplift competitors, fostering healthy growth within the industry. However, the rise of local brands hinges on quality. While there has been a shift toward local products in recent years, maintaining quality is paramount to sustain this trend. Investing heavily in marketing without addressing quality concerns can hinder long-term success. It is crucial for local brands to prioritize quality over extravagant marketing expenditures. Enhancing product quality not only sets us apart in the market but also strengthens the reputation of local brands overall. Additionally, expanding manufacturing capabilities outside Kuwait and the UAE can further improve product quality and competitiveness. Ultimately, consumer spending on perfumes may increase, but whether it favors local or international brands depends on quality and brand reputation.
Kuwait stands out as the premier market in the Gulf due to its high income and tax-free environment, which fosters favorable conditions for businesses. While Dubai, UAE, offers a lucrative market, marketing challenges arise due to its diverse population comprising various nationalities accustomed to luxury brands like Chanel and Dior. Targeting specific demographics becomes challenging amidst this diversity. Bahrain presents an easier operational landscape due to its smaller size, requiring fewer branches for effective coverage. Similarly, Oman offers favorable conditions for business. On the other hand, Saudi Arabia poses significant challenges due to its market complexities.
I have been surprised by the reception in international markets. Setting up shop there was initially a marketing move. Our rent in London is almost equivalent to advertising on Kuwait’s busiest street costs. Despite the initial loss, our London store has experienced phenomenal business. The international market’s embrace of an Arab brand has been exceptional. With increased support from international brands like Dior, the acceptance of Arab brands will likely grow. This acceptance is not solely due to the strength of Arab brands but also because international brands have capitalized on Arab culture. In London, about 65% of our clients are Arab, with the remainder being a mix of nationalities.
The retail industry carries a significant responsibility. With 750 employees, each with families and diverse backgrounds, the impact of Atyab Al Marshoud extends beyond mere sales figures. It is about supporting livelihoods, providing for families, and contributing to communities. We often remind ourselves of this responsibility, motivating our team to excel. Charity work is integral to our business ethos. Much of our efforts go unnoticed, but they are the driving force behind our daily work. For us, success is not just about profits; it is about making a positive difference in the world. We are committed to giving back, supporting various charitable organizations globally. Ultimately, what sets us apart is our dedication to making a meaningful impact on society. Long-term success is not measured solely by financial gains; it is about the positive imprint we leave on the world. As we expand internationally, our commitment to philanthropy only grows stronger.
My focus in 2024 is strategic expansion, finding the right partners and locations to grow our physical presence. Atyab Al Marshoud is not just a niche brand; we represent prestige and sophistication. Our upcoming openings in places such as Puerto Banús (Marbella) alongside Bottega, Dior, and Hermes highlight our commitment to this vision. We aim to have around 50 locations, catering to diverse clienteles. For example, our presence on Champs Élysées might resemble a location such as Boots, blending luxury with broader appeal. Currently, we are established in countries like Saudi Arabia, the UAE, Qatar, the UK, Canada, Ireland, Italy, Morocco, Romania, Iraq, and Yemen. We are also planning expansions in the US, Brazil, Panama, and Venezuela for the coming year.
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