Hermès Opens Its First Perfume and Cosmetics Store in Saudi Arabia
Oud scents, gold leaf, calligraphy and limited-edition releases… The French luxury house makes a smart foray into the Kingdom with a new store coloured by KSA culture
Much awaited, fêted French maison Hermès has now opened its first perfume and cosmetics store in the Kingdom, inside one of the largest shopping malls in the capital, Riyadh Park. This special occasion was made complete by the presence of Agnès de Villers, President and CEO of Hermès Parfum et Beauté, who shared during her interview with Harper’s Bazaar Saudi, “We were exploring the right opportunity to open the first Hermès branch in the Kingdom after we opened the first Hermès [beauty] store in the region, which is the Hermès perfume and beauty boutique in the Mall of the Emirates in Dubai. It was important to study this step from all aspects, since this is the brand’s first store in the Kingdom, and the most suitable place for this distinguished store was in Riyadh.”
When walking around the spacious boutique, you cannot help but be wowed by the distinctive RDAI design, which depicts elements of Saudi heritage mixed with the classic imprint of Hermès. Agnès tells us, “This store has a design that imbues the visitor with a welcoming feeling. The [store] designers visited AlUla and said that it was one of the most beautiful places they’ve ever been. They were inspired by the stunning scenery and the details of the place.” She adds, “We made sure to be present in the Kingdom in a local style, and I think that customers in Saudi Arabia have noticed that in the design of the store.”
Agnès was more than familiar with Saudis’ obsession with fragrances, despite this being her first visit to the Kingdom since her appointment as President and CEO of Hermès Parfum et Beauté in 2015. She explained, “Customers here are among the most knowledgeable in the world when it comes to fragrances and so they are very selective about them. I’m not saying it’s a challenge, but we do take it seriously. They can distinguish the ingredients of luxury perfumes and this is what Hermès is keen to offer.”
We asked her about the key products offered in store, and she pointed out the Hermessence collection of Hermès fragrances, explaining, “To celebrate this opening, we launched a limited edition of Agar Ébène Calligraphy, a fragrance created by Christine Nagel with Arabian ingredients such as oud, and its limited-edition bottle adorned with the words of poet Rashid Al-Khidr, and drawn by artist Mohamed Mandi Al-Tamimi. This perfume is a symbol of Hermès meeting Arabic culture.”
With the high summer temperatures in the region, we were keen to ask Agnès which Hermès perfume would be most suitable: “I don’t usually believe that there are specific perfumes for specific seasons, but in this case I would choose Terre d’Hermès – it’s a very refreshing fragrance and perfect for the hot summertime.”
If you are a resident of Riyadh, the Hermès logo above the store must have piqued your interest in the past few months, as fans of the Parisian house were wondering if this was in preparation for the opening of the first one-stop-shop for the brand in Riyadh. To this, Agnès responded, “We are keen to study every step before taking it, and after we opened the first Hermès perfume and cosmetics store in the Kingdom, this may be the first of many steps in the future, who knows?”
Although the expansion of the Hermès brand in Saudi Arabia is in progress for now, it keeps us looking forward to the future, and we welcome its presence in Riyadh.
Photography by Celine Saby
From Harper’s Bazaar Saudi’s Summer 2022 issue.