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Company achieves fragrant success with heritage collection
By a staff reporter September 11, 2014
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SHARJAH: Imagine this rare feat of Sharjah-based international perfume manufacturer.

Nabeel Perfumes is amongst the top manufacturers of perfumes in the Arabian Peninsula and the pioneers in traditional Arabian Bakhoor and Oudh.

Nabeel is the largest incense manufacturer and its heritage collection products have created a loyal customer base across the Middle East and North Africa region.

Key brands include ‘Nabeel’ (Oriental and Arabic) and ‘Chris Adams,’ a “French line” - these two words convey all of the glamour, beauty and elegance that one seeks inside a crystal bottle.

Nabeel Perfumes, conveniently established at SAIF Zone, Sharjah has a 200,000sq ft setup with over 550 staff and workers with a production capacity over 60 million bottles annually.

“The vision and leadership available from the UAE Government are excellent, very open and flexible. The perfume industry is very competitive with multiple players. The UAE is a hub for fragrances and with many companies in the world entering the fray, the potential is unbelievable,” according to Mustafa Adam Ali, managing director, Nabeel Perfumes Group of Companies.

Nabeel Perfumes group is aiming a 20 to 30 per cent boost in current year sales.

The Group Brand portfolio comprises of Nabeel - the heritage brand specialising in Oriental fragrances, Chris Adams- the brand focusing on French line fragrances and the Creation de Paris, offering trendy, hip fragrances in mass range.

The group product portfolio ranges from concentrated oil perfumes, EDPs, EDTs, air fresheners, deodorants, hair gels, Mukhamaria, soaps, cosmetics and toiletries, gift sets to incense products like Bakhoors and Oudh.

Nabeel Perfumes traces its origin in 1969 when the company was launched in Yemen by Asghar Adam Ali (Al Attar) who later shifted the company’s base to the UAE in 1990 that led to a massive growth of its business.

Mustafa Ali said, “The Sharjah Economic Excellence Award 2013 was a strong endorsement of the good works put up by our team. In 2002, we moved to SAIF Zone and set up a semi-automatic plant with about 30 employees. In 2011, we developed additional 30,000sq ft a fully automatic filling plant. Today, we have a 200,000sq ft setup and we export our products more than 100 countries, worldwide.”

Mustafa Ali reprinted the growth graph of the company.

The company currently has 29 retail outlets and “our major business activities are conducted through wholesale and distribution channels to all retail outlets,” Mustafa said.

Referring to their further investment in the perfume industry, he said, “We are currently investing heavily in capacity expansion and increasing the retail footprint. It will add more than 50,000 sq ft of production and storage facility. We plan to open around 30 stores around the region that will attract niche clientele and propel the brand image to new heights. And also we are refurnishing our 20,000 sq ft headquarters at an expense around Dhs8 million”

Mustafa Ali said, “We are targeting a 20 - 30 per cent growth in current year sales. Our new exclusive project will be the launching of a very international niche level perfume product range under the Nabeel brand.”

Nabeel thrives on exquisite customer service and high quality products.

Lot of foreign tourists, especially from the GCC, travel to the UAE to buy oil-based perfumes, incense and Oudh.

The UAE is a major destination for multinational tourists and that way, “we also contribute to the retail and tourism sectors. Lots of Europeans, British, Americans, Asians and Africans are buying bulk quantity of Oudh and bakhoors from our outlets all over UAE,” he added.

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