Armaf 2025 Performance & 2026 Growth Strategy
Discover Armaf's 2025 sales performance and 2026 expansion plans, including targets of 5.6M AED and growth strategies for Dubai and Bahrain Duty Free.
2025 Exceptional Performance
Strategic Growth & Expansion Outlook 2026
GLITTER: Executive Summary
<ul><li style='margin-bottom:20px;'><strong>2025 Momentum:</strong> Solid foundation established with 2025 sell-in value reaching <strong style='color:#000;'>3.5M AED</strong> (55,918 units), creating a strong base for future scalability.</li><li style='margin-bottom:20px;'><strong>Strategic Activations:</strong> Continued brand visibility through monthly activations like 'Essence of Arabia' and successful new line listings including Armaf Beauté.</li><li style='margin-bottom:20px;'><strong>2026 Expansion:</strong> Aggressive growth plan targeting <strong style='color:#000;'>5.6M AED</strong> in sell-in value (+37%) and <strong style='color:#000;'>90,000 units</strong> (+38%) through new market entries.</li><li style='margin-bottom:20px;'><strong>Rankings:</strong> Maintaining strong competitive positioning with Top 70 ranking in Fragrance at Dubai Duty Free.</li></ul>
Growth Trajectory: 2025 Actuals vs 2026 Forecast
We are projecting a <strong>149% increase</strong> in purchase value for 2026, reaching <strong>8,000,000 AED</strong>. This ambitious target is supported by confirmed listings in new territories and expanded door counts.
Glitter: ARMAF Brand Performance 2025 vs 2026
2025 Monthly Purchase Value
<table style="width:100%; font-size:16px; border-collapse:collapse; color:#333;"> <tr style="border-bottom:1px solid #ddd; font-weight:bold;"><th style="text-align:left; padding:6px 4px;">Month</th><th style="text-align:right; padding:6px 4px;">Purchase Value</th></tr> <tr><td style="padding:4px;">Jan-25</td><td style="text-align:right; padding:4px;">AED 284,796.06</td></tr> <tr><td style="padding:4px;">Feb-25</td><td style="text-align:right; padding:4px;">AED 145,268.86</td></tr> <tr><td style="padding:4px;">Mar-25</td><td style="text-align:right; padding:4px;">AED 167,459.60</td></tr> <tr><td style="padding:4px;">Apr-25</td><td style="text-align:right; padding:4px;">AED 96,107.72</td></tr> <tr><td style="padding:4px;">May-25</td><td style="text-align:right; padding:4px;">AED 465,417.97</td></tr> <tr><td style="padding:4px;">Jun-25</td><td style="text-align:right; padding:4px;">AED 111,728.77</td></tr> <tr><td style="padding:4px;">Jul-25</td><td style="text-align:right; padding:4px;">AED 570,110.58</td></tr> <tr><td style="padding:4px;">Aug-25</td><td style="text-align:right; padding:4px;">AED 141,496.30</td></tr> <tr><td style="padding:4px;">Sep-25</td><td style="text-align:right; padding:4px;">AED 56,771.64</td></tr> <tr><td style="padding:4px;">Oct-25</td><td style="text-align:right; padding:4px;">AED 197,220.06</td></tr> <tr><td style="padding:4px;">Nov-25</td><td style="text-align:right; padding:4px;">AED 372,414.96</td></tr> <tr><td style="padding:4px;">Dec-25</td><td style="text-align:right; padding:4px;">AED 1,336,302.17</td></tr> <tr style="border-top:2px solid #D4AF37; font-weight:bold; color:#D4AF37;"><td style="padding:10px 4px;">TOTAL</td><td style="text-align:right; padding:10px 4px;">AED 3,945,094.69</td></tr> </table> <div style="margin-top: 30px; font-size: 14px; color: #555; line-height: 1.6;"> <p><strong style="color: #D4AF37;">Peak Performance:</strong> December achieved the highest purchase value at 1.34M AED, driven by year-end expansion.</p> <p><strong style="color: #D4AF37;">Q4 Strength:</strong> Strong finish to the year with Q4 contributing 1.9M AED (~48% of annual total).</p> <p><strong style="color: #D4AF37;">Total 2025:</strong> 3.95 Million AED in total purchase value.</p> </div>
Market Position: Dubai Duty Free Rankings
#68
#91
Data Source: December MTD Rankings Report
Top 50
TRSS Abu Dhabi: Elevating the Brand Experience
<b>Strategic Launches:</b><br>Our activations at TRSS have set a new benchmark for luxury presentation.<br><br><b>Highlights:</b><br>• <i>Club de Nuit Maleka</i>: Exclusive pre-launch installation.<br>• <i>Essence of Arabia</i>: A thematic takeover in Feb/March 2025.<br>• Premium localized podium designs creating strong visual disruption.
TRSS Abu Dhabi: Diversification & Seasonal Themes
Summer Collections (YumYum & Island Bliss) with engaging, vibrant HPP installations.
Expansion into Cosmetics with Armaf Beauté permanent gondola.
Bahrain Duty Free: Establish Permanent Presence
Permanent podiums secured for 2026, ensuring consistent brand visibility and dedicated shelf space for key franchises like Club de Nuit and Odyssey.
ARMAF 2026 PURCHASES
Collaborating with JC Decaux for a 6-month high-traffic pop-up in Terminal 3. This premium positioning is key to our strategy of building brand prestige among international travelers.
<tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Jan-26</td><td style="padding:8px;">AED 284,796.06</td><td style="padding:8px;">Al Waha Opening</td><td style="padding:8px;">88,000</td><td style="padding:8px; font-weight:bold;">AED 88,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Feb-26</td><td style="padding:8px;">AED 145,268.86</td><td style="padding:8px;">Beirut Opening + Atrium 4 TRSS</td><td style="padding:8px;">68,000</td><td style="padding:8px; font-weight:bold;">AED 68,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Mar-26</td><td style="padding:8px;">AED 167,459.60</td><td style="padding:8px;">Uzbekistan Opening + Egypt Listing</td><td style="padding:8px;">128,000</td><td style="padding:8px; font-weight:bold;">AED 128,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Apr-26</td><td style="padding:8px;">AED 96,107.72</td><td style="padding:8px;">Al Waha replenishment + JDFS Listing</td><td style="padding:8px;">84,000</td><td style="padding:8px; font-weight:bold;">AED 185,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">May-26</td><td style="padding:8px;">AED 465,417.97</td><td style="padding:8px;">DDF Replenishment</td><td style="padding:8px;">500,000</td><td style="padding:8px; font-weight:bold;">AED 1,005,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Jun-26</td><td style="padding:8px;">AED 111,728.77</td><td style="padding:8px;">Listing/Extension Armaf DDF</td><td style="padding:8px;">80,000</td><td style="padding:8px; font-weight:bold;">AED 200,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Jul-26</td><td style="padding:8px;">AED 570,110.58</td><td style="padding:8px;">Expecting Qatar Opening</td><td style="padding:8px;">100,000</td><td style="padding:8px; font-weight:bold;">AED 715,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Aug-26</td><td style="padding:8px;">AED 141,496.30</td><td style="padding:8px;">Replenishment 7 doors + Podium</td><td style="padding:8px;">150,000</td><td style="padding:8px; font-weight:bold;">AED 300,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Sep-26</td><td style="padding:8px;">AED 56,771.64</td><td style="padding:8px;">Essense of Arabia</td><td style="padding:8px;">20,000</td><td style="padding:8px; font-weight:bold;">AED 81,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Oct-26</td><td style="padding:8px;">AED 197,220.06</td><td style="padding:8px;">Essense of Arabia</td><td style="padding:8px;">10,000</td><td style="padding:8px; font-weight:bold;">AED 220,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Nov-26</td><td style="padding:8px;">AED 372,414.96</td><td style="padding:8px;">Essense of Arabia</td><td style="padding:8px;">10,000</td><td style="padding:8px; font-weight:bold;">AED 410,000.00</td></tr><tr style="border-bottom:1px solid #ddd; font-size:14px;"><td style="padding:8px; font-weight:bold;">Dec-26</td><td style="padding:8px;">AED 1,336,302.17</td><td style="padding:8px;">Forecast replenishment</td><td style="padding:8px;">450,000</td><td style="padding:8px; font-weight:bold;">AED 1,600,000.00</td></tr><tr style="background:#f0f0f0; font-size:15px; border-top:2px solid #D4AF37;"><td style="padding:10px; font-weight:bold; color:#D4AF37;">TOTAL</td><td style="padding:10px; font-weight:bold;">AED 3,945,094.69</td><td style="padding:10px;"></td><td style="padding:10px; font-weight:bold;"></td><td style="padding:10px; font-weight:bold; color:#D4AF37;">AED 5,000,000.00</td></tr>
2026 Strategic Roadmap
<div style='display:flex; justify-content:space-between; margin-top:40px;'><div style='width:22%; background:#fff; padding:20px; border-top:4px solid #D4AF37; box-shadow:0 2px 5px rgba(0,0,0,0.1);'><h4 style='font-size:24px; color:#333; margin:0 0 10px;'>JAN 2026</h4><p style='color:#666; font-size:18px;'>Al Waha Opening<br>TRSS Atrium 4</p></div><div style='width:22%; background:#fff; padding:20px; border-top:4px solid #D4AF37; box-shadow:0 2px 5px rgba(0,0,0,0.1);'><h4 style='font-size:24px; color:#333; margin:0 0 10px;'>MAR 2026</h4><p style='color:#666; font-size:18px;'>Uzbekistan Opening<br>Egypt Listing</p></div><div style='width:22%; background:#fff; padding:20px; border-top:4px solid #D4AF37; box-shadow:0 2px 5px rgba(0,0,0,0.1);'><h4 style='font-size:24px; color:#333; margin:0 0 10px;'>MAY 2026</h4><p style='color:#666; font-size:18px;'>Al Waha Replenish<br>JDFS Listing</p></div><div style='width:22%; background:#fff; padding:20px; border-top:4px solid #D4AF37; box-shadow:0 2px 5px rgba(0,0,0,0.1);'><h4 style='font-size:24px; color:#333; margin:0 0 10px;'>JUL 2026</h4><p style='color:#666; font-size:18px;'>Qatar Opening<br>Armaf DDF Extension</p></div></div>
To support this roadmap and achieve the targeted 8,000,000 AED wholesale turnover, we require commitment on stock allocation and marketing support for new territory entries.
Al Waha Opening<br>TRSS Atrium 4
Uzbekistan Opening<br>Egypt Listing
Al Waha Replenish<br>JDFS Listing
Qatar Opening<br>Armaf DDF Extension
Thank You
We look forward to a record-breaking 2026.
- armaf
- growth-strategy
- business-performance
- retail-expansion
- duty-free-sales
- fragrance-industry
- market-analysis