Amid ongoing geopolitical tensions and global economic uncertainty, Saudi Arabia’s retail sector continues to demonstrate resilience, supported by strong consumer demand and the long-term vision of economic diversification under Vision 2030. In this interview, Ajmal Group CEO Abdulla Ajmal explains how the Kingdom’s fragrance market has remained steady despite regional challenges, the strategies Ajmal has adopted to stay responsive to market sensitivities, and the key lessons brands can draw from KSA’s evolving retail landscape.
Please tell us how KSA has shown resilience in our industry
KSA has shown resilience by continuing to move forward with clarity and ambition, guided by the Vision 2030 agenda of creating a vibrant society in which all citizens can thrive and pursue their passions. What we are seeing today across cities like Riyadh and Jeddah is a market that is rapidly modernising, becoming more global, more experience-led, and more dynamic in how retail is evolving. Fragrance has always been deeply embedded in the culture here, but the consumer today is also more aware, a global traveller, understands global trends, and is more premium in their choices. For us at Ajmal Dubai, this has translated into steady growth in KSA, with our presence continuing to expand alongside this transformation. It’s a market that is not just resilient, but confidently shaping its future.
What have you and your team done differently to stay sensitive yet effective?
What we have focused on in KSA is growing in a way that feels aligned with the market, not just accelerated by it. One of the key steps we’ve taken is the introduction of our franchisee programme, where we are inviting local partners to build and operate Ajmal stores under our brand. For us, this is not just a model for expansion, but a way to create deeper local participation and ownership. It allows us to stay closely connected to the market while continuing to scale our presence. As we move forward, this will play a significant role in how we build our next phase of growth in KSA.
Example that worked and key takeaway
For us, the strongest example is the momentum we are seeing in our retail expansion across KSA. We are in a clear growth phase, with plans to further increase our store presence and strengthen our position across key fragrance categories, including Oriental and fresh profiles. What this reinforces for us is that in a market like KSA, growth comes from a combination of product depth, retail visibility, and a strong understanding of the consumer. When these come together consistently, you don’t just grow—you build lasting relevance and scale.
