Amouage Opens First West Coast Boutique in Beverly Hills

Omani luxury fragrance brand Amouage has opened its first West Coast store in Beverly Hills.

Located at 311 North Beverly Drive, the 1,033-square-foot flagship, called “The Wadi,” is inspired by the canyons of Oman and California’s desert landscapes, with a design that aims to connect Oman and Los Angeles through an immersive environment for fragrance and storytelling.

Launched in 1983 and operated by the Omani Sabco Group, the brand is known for its highly concentrated fragrances, which retail for $550 per 100-ml. bottle and feature perfume oil levels ranging from 40 percent to 56 percent.

The company spent years searching for the right L.A. area location, said its chief creative officer Renaud Salmon.

“We identify cities, but not only cities, specific locations, neighborhoods, even streets,” he said. “We waited patiently…and the time arrived because a beautiful location actually opened up exactly where we felt it would be right.”

Formerly home to Ladurée, the boutique showcases a handcrafted facade made from natural clays, minerals and sands, accented with rays of 24-karat gold leaf. Inside, visitors are welcomed into a narrow canyon-like environment featuring clay-finished walls, mirrored ceilings that enhance the sense of height and a large-scale digital installation created to evoke a waterfall.

The Beverly Hills flagship joins Amouage’s growing number of U.S. stores, which include locations in New York, Houston and New Jersey. Salmon said the U.S. accounts for about 11 percent of the brand’s global sales.

The opening follows a pop-up that Amouage previously held in L.A. in 2024 at the Grove.

The company believes it has reached the level of awareness and customer support needed to sustain further growth in the market, according to Salmon. A Miami shop is expected to open soon.

“We have confidence that we have enough awareness, but it’s not only about awareness, enough support and love from our clients on the West Coast,” he said.