By  on May 16, 2008

LONDON — The Amouage fragrance house is celebrating its 25th anniversary by expanding its dominion.

Founded in 1982 by Sayyid Hamad bin Hamoud Al-Busaid, a member of the Omani royal family, the company intends to broaden its international reach and increase its freestanding store count. The brand, which is still family owned, is to also continue a repositioning kicked off in November, which includes the introduction of new-look packaging, a fragrance masterbrand and a bath-and-body line, according to David Crickmore, chief executive officer and managing director of the brand. Such marketing moves, along with plans to increase its door count, are meant to widen Amouage's exposure in global markets.

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