Luxury Omani fragrance house Amouage opened its first U.S. flagship store at American Dream Entertainment and Retail Center in Rutherford, New Jersey. Renowned for its unique and custom crafted scents, Amouage has been sold worldwide and is available in the United States online and at stores like Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue. This new post in the burgeoning mall allows lovers of the perfumery another way to interact with its nearly 80 fragrance offerings.  

Situated in The Avenue, a corridor in the mall that houses an array of luxury stores, including Saint Laurent, Ferrari, Cartier, Hermès and more, the boutique is in good retail company. Renaud Salmon, Amouage Chief Creative Officer, was joined by beauty enthusiasts and fans of the brand to cut the inaugural ribbon for the store. 

“It’s good to see that Amouage is getting more recognition around the world, in particular in the U.S.,” said Salmon. “For us it’s important for Amouage to be part of ambitious visions to bring unique attention to American Dream. The story of this boutique reflects the story of Amouage.”

An architectural stunner, the store’s design pays homage to the House’s Omani roots. The facade features arches that depict the valleys of Oman, while product displays and feature walls are meant to evoke a sunset in Oman against layers of rugged mountain peaks. There’s also a gorgeous accent “rock” wall that houses all the different Amouage eau de parfums and extraits. But the most notable feature may be the interactive wall at the back of the boutique, which will narrow down fragrances (by lighting them up) based on the ingredients, olfactory family and intensity you choose. 

It’s quite the debut for a standalone store for the 40-year-old brand and nothing short of what we’ve come to expect from Amouage. Founded in 1983 by the Sultanate of Oman as “The Gift of Kings”, the House delivers a true East meets West experience in all its offerings. Back then, you couldn’t buy an Amouage fragrance, you had to be invited by his late majesty to receive one. Today, each fragrance still epitomizes that level of opulence and has a richness and intensity that could only be achieved with the highest quality ingredients. 

Standouts include Sunshine Woman, a summery perfume so joyful it smells like what you’d imagine sunshine to smell like if it has a scent. It’s light, but still powerful and relaxes the mind. There’s also Enclave, an eau de parfum with sweet cardamom notes reminiscent of whisky, that mingle perfectly with pink pepper spice and soft, powdery amber. For anyone looking for a decadent and sweet perfume with ultimate lasting power, reach for recently debuted Guidance 46, and extrait with notes of hazelnut and almond, saffron, citrus and vanilla, among others.

Amouage is located at The Avenue, American Dream, on Level 1. The store is open Monday to Thursday from 11 a.m. to 9 p.m. and Friday and Saturday from 11 a.m. – 10 p.m.