Founder Faisal Al Khaldi is rightly proud of the outstanding growth of the brand over 20 years and the company now has a presence in competitive GCC markets such Bahrain, Qatar and Kuwait, as well as Saudi Arabia. He is still as passionate today as he was in 1991 - particularly about bringing new fragrances to the region and using only natural ingredients.
“We set out to bring fresh, natural products from Europe to Saudi and many of the small suppliers we found when we first started are still with us today” says Faisal Al Khaldi, “We never compromise on quality and we know we always have to be as good as the international standard.”
With fragrances of Arabia and those across the international spectrum, the brand continues to progress in terms of the variety of products it puts in the market. After exotic imports from Europe, the brand has come of age as a universal body care brand with natural skin care products of superior quality.
“A business like ours matures by listening to its customers. We look for fresh ideas and innovative products to bring to market and for that we have a very efficient customer feedback system in place,” says Faisal Al Khaldi.
Affordable prices and better quality than its competitors are reasons enough for consumers to choose Zohoor Alreef as their store of first choice for skin care. Essentially, Zohoor Alreef provides value, which means not the cheapest product but items that are worth every halala. Zohoor Alreef takes a keen interest in how people look and feel about themselves encouraging loyalty from customers.
Taking pride in people
A favourable long term economic outlook, foreign trade, sophisticated consumers and high disposable income are cited as main drivers of retail growth in Saudi Arabia. However, a priority for Zohoor Alreef is to have sustainable business practices and to foster long term relationships with consumers, customers, communities and employees. With a headcount of several hundred, the company is growing fast. Many of the company’s first employees are still with the business as it gains prominence throughout the region.
With the economic downturn, one may expect retail businesses to lose some of their lustre. However, with affordable prices and better quality than its competitors, Zohoor Alreef prides itself on providing value-for-money. This doesn’t necessarily mean ‘cheap’, but it does mean that their items are worth every penny. ‘How I look’ and ‘How I feel’ are important motivators for the brand loyalty Zohoor Alreef garners in the market as it gives consumers what they desire. The cosmetics industry has always been under the microscope for the use of chemicals that may damage consumer skin over time. However, Zohoor Alreef’s emphasis on natural products has given the company its well deserved reputation in the market. At Zohoor Alreef taking care comes easily and naturally. The brand is resonant of beauty au naturel.
Plans to develop the Le Verger Shop brand into a nationwide stand alone store concept are in progress and the first “Le Verger Shop” stores have been opened in Mall of Dhahran and Al Rashed Mall in Al Khobar, Saudi Arabia.
Moving ahead
In 2011, the company opened its first manufacturing plant in France. Owned by Zohoor Alreef, the factory will produce the company’s signature Le Verger Shop line - a range of 12 fragrances each containing ‘top to toe’ toiletries products from high gloss shampoo and conditioner through to special formula shower creams, body scrubs, deodorants, perfumes and body sprays.
A couple of years ago, Jeremy Johnston was appointed as CEO. An Oxford University graduate, business manager and retailer with ten year’s experience in the Middle East, he has renewed the spirit of the company. “My job is to make a great company even better” says Jeremy, “I am here to help transition the business from small to medium scale, from family-run to professionally-managed.”
Elaborating on aims to establish more business units in profitable markets such as the UAE, Jeremy added, “The business is doing well and we have a lot of exciting plans for the future. We have to be sure that that we are highly organised, that we operate to world class standards, and that we can execute superbly.”
Humility in prosperity
IIn the early days, when the business was just a handful of stores, some of the product was handmade at the back of each shop. A rudimentary soap-making machine, which used to produce a small number of bars on a daily basis, is in the board room in the company’s Al Khobar Head Office, serving to remind the company and its employees of their humble origins. “I believe humility and an ability to listen intelligently are important to keep you going for greater things in life. As we gather more experience and achieve success, it’s important to remember where you are from, as well as where you are going” says Faisal Al Khaldi.