Sterling Perfume Industries invests Dhs35m to enter retail arena

The mall, which opened earlier this month, boasts more than 1200 stores, and is set to revolutionize the modern shopping experience.

In line with Dubai Mall's revolutionary status comes Sterling's desire to enhance the fragrance industry's prestige, notably at the high end of the market.

Says Mr. Nitin, Head of Sales of Sterling Perfume Industries:

"Dubai is renowned as the ultimate destination when it comes to a lifestyle of luxury, with some of the world's most prestigious luxury brands being represented here. By venturing into the retail arena, our aim is to add our selection of distinctive fragrances to the mix."

The company, which boasts state-of-the-art manufacturing facilities, pioneering research and development laboratories, and exclusive designs for perfumes and cosmetics, is renowned for its innovative ideas and efficient manufacturing practices, and the opening of this store reflects it willingness to break new ground.

This move characterizes its plans for expansion, as well as its statement of intent, during a time when organizations globally are downsizing due to the ubiquitous financial crisis.

Says Nitin: "In this industry, there is a delicate balance between creating the best possible product and satisfying commercial demands. The opening of this store is about revolutionizing the fragrance industry by focusing on its prestige, its niche. The idea is to rediscover the art of perfumery, and to then communicate this to the consumer in an exclusive retail environment."

The company's expansion plans include the opening of a showroom at Dubai Festival city, another one at Al Ain Mall, also on Bank Street in Sharjah, and in Fujairah.