AL ASA'AS PERFUMES: SOMETHING FOR EVERYONE

By providing a wide range of products, Al Asa'as Perfumes ash been meeting the varying tastes of its worldwide clientele. Now looking for importers in Africa....

Al Asa'as Perfumes Industry (LLC) specialises in the manufacture of attars (concentrated perfume oils), eau de perfums and eau de toilettes, bakhoor and fragranced creams. As one of the leading manufacturers of perfumes in the Middle East, the company is renowned for creating unique blends using high quality ingredients from some of the best fragrance houses in Europe, South-East Asia and the Far-East. Over the years, the company has created outstanding blends to suit varying moods, occasions and personalities.

In addition to its regular traditional perfumes, the company also manufactures a wide variety of Spray perfumes, Creams and Incences. "Our main aim is to offer the consumer quality products without them having to pay exorbitant prices," says Fakher Hussain, Business Development Manager of Al Asa'as Perfumes. The roots of Al-Asa'as Perfumes go way back to the late 1800s when Mr. Abdulhusain Abdulnabee first set up shop in Aden, formerly South Yemen and a British colony.

The business was then passed on to his son who took over during the early 1900s. By 1970, the business moved to North Yemen (Hodeidah) under Abdulhussain's eldest grandson, Mr. Saifuddin, who is still the heart and soul of the company. Under his leadership, the company has grown and has become synonymous with quality perfumes across the Middle East. In 1984, the company setup a new manufacturing and packaging operation in Cyprus to cater to the northern Gulf states such as Iraq, Jordan, Syria and Kuwait. In 1996, the operations were moved to the United Arab Emirates to take advantage of the growth and potential that the UAE offered as an import-export hub.

Today, the company's products are popular in several countries. The high quality and low prices of its fragrances has contributed significantly in the company's success all across the world. "While we continue to adopt the latest in packaging and presentation techniques, our main focus is on developing products where the fragrance has an everlasting impact on the consumer," says Mr Saifuddin Hussain, managing director of Al Asa'as Perfumes. "We believe that like people, every fragrance has a past and a story to tell and with the right blend and presentation that story can be brought to life. Hence our goal - Bringing Fragrances to Life," he says.

The company has been marketing its products to many African countries like Kenya, Uganda, Tanzania, Nigeria, Ethiopia, Egypt, Djibuoti and the Ghana. The growing popularity of its products in African countries is testimony to the universal appeal of its products. By keeping its profit margins low, the comapny is able to offer its products at competitive prices.

"Our main aim is to offer the consumer quality products without them having to pay exorbitant prices. We look to achieve this through consistent efforts at presenting the consumer with visually pleasing products that tend to leave a lasting impression on the eyes as well as the nose of an individual," says Mr Hussain. "As a company, we owe our success to the distributors and the consumers who have faith in our products and who value our continuous efforts of embedding the qualities of honesty and humility in our way of business," he says.

As part of its expansion program, the company is aiming to further increase its customer base in African countries and is looking for reliable and trustworthy business partners in African countries to act as Distributors and Agents of its products in their respective countries.