LIFESTYLE | Parisian Fragrance House Ex Nihilo Cuts Ribbon On Its First Saudi Boutique

Parisian fragrance maison Ex Nihlio has cut the ribbon on its first flagship in Saudi Arabia. The new perfumery is situated in Jeddah’s Nojoud Center, alongside other brands like Lacoste and Femi9.

The new store evokes the brand’s French flagship with its iconic cobalt blue interior, marble floors, Art Deco geometric shapes and minimalist gold details. ‘It’s exactly like when you visit our flagship in Paris’, states Ex Nihilo co-founder Benoit Verdier.

In a very short time, the brand has developed a niche following in the Middle East, including Saudi Arabia, so the decision to expand its presence in the region made sense. ‘We already have a connection with Saudi people around the world, especially in Paris and London’, reveals the co-founder. ‘Since the demand is already there, it only felt right for us to open a new outlet in the Kingdom’.

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