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Nabeel Perfumes wins Sharjah Economic Excellence Award

Nabeel Perfumes, producers of some of the finest oriental and western perfumes in the UAE, has won the Sharjah Economic Excellence Award at a glittering ceremony by His Highness Sheikh Sultan Bin Mohammed Bin Sultan Al Qassimi, Crown Prince and Deputy Ruler of Sharjah.

Organised by the Sharjah Chamber of Commerce and Industry (SCCI), the 11th cycle of the Sharjah Economic Excellence Award scheme was participated by 40 companies, out of 61,000 active members of the SCCI. All participating companies had to undergo a stringent quality auditing process as per the European Foundation of Quality Management (EFQM).

The Silver was won by Nabeel Perfumes Group in the Large Companies Category following a stringent due diligence process that looked at various aspects of the company’s operations before adjudging the company as a clear winner.

The win is a fitting recognition to the company’s long heritage of quality products and services that had created a loyal customer base across the GCC. The recognition also comes at a very crucial time when the company re-energised its management to double its retail footprint across the UAE and GCC to accelerate its already growing market share.

“For the last 45 years, Nabeel has been developing a strong legacy of quality products and services with a growing loyal customer base. The Sharjah Economic Excellence Awards is a strong endorsement of the good works put up by the team,” Asghar Adam Ali, Founder and Chairman of Nabeel Perfumes, said, after winning the awards.

“This comes at a time when we have taken a strategic move to expand our network of retail outlets in addition to strengthening our relationship with the distribution channel partners. The new branches will help us to come closer to our customers and offer better support to our partners.”

Nabeel Perfumes traces its origin in 1969 when the company was launched in Yemen Asghar Adam Ali later shifted his company’s base to the UAE in 1990 that led to a massive growth of its business. Today, Nabeel – which means ‘Noble’ in English – operates a 200,000 square feet manufacturing and logistics facility at the Sharjah Airport International Free Zone (SAIF Zone) that has a capacity to produce more than 60 million bottles of perfume a year. With 530 employees, the company manages its production, wholesale, retail and distribution in the GCC.

Although the company currently operates only 15 retail outlets, its major business is conducted through wholesale and distribution channels to all retail outlets. The company’s branded products are sold in 100 countries across six continents.

The company is currently investing heavily in capacity expansion and increasing the retail footprint. It will add more than 50,000 square feet of production and storage facility and 30 new outlets. It currently operates a fleet of 52 distribution vehicles that crisscrosses the region to deliver products to different outlets.

It has a wide product portfolio which ranges from concentrated oil Perfumes, EDPs, EDTs, air fresheners, deodorants, hair gels, Mukhamaria, cosmetics and toiletries, gift sets to incense products like Bakhooe and Oudh.

Although the UAE’s fragrance market is dominated by western branded perfumes, about half a dozen local manufacturers dominate the oriental perfume market that sells mostly oil-based perfumes. Nabeel is one of the top four perfumes manufacturers that have reduced the UAE’s dependence of imported fragrance.

The UAE’s perfumes market, which was worth Dh937 million last year, is projected to reach Dh1.12 billion by 2017, according to new research by Euromonitor International. Saudi Arabia is the largest market in the Gulf with fragrance market of Dh4.64 billion in 2013 is projected to grow to Dhs6.70 billion by 2017.

Global fragrances and perfumes market to cross $33 billion by 2015, according to another research. Although the global fragrance market is mostly dominated by spray-based perfumes, consumption of fragrance in the GCC is mixed between the spray-based and oil-based perfumes due to strong cultural and religious tradition.