DFS dicusses extension of Masters Series whilst in Abu Dhabi

By Charlotte Turner |

At a media dinner hosted by DFS group ahead of its inaugural Masters of Fragrance event in Abu Dhabi, it was revealed that the Group is discussing the possibility of a Masters of Jewellery event, which it may or may not combine with its Masters of Time event in 2014/2015.


DFS welcomed journalists to Abu Dhabi prior to its inaugural Masters of Fragrance event – to take place at Manarat Al Saadiyat Gallery and Abu Dhabi Airport tomorrow – at the Monte Carlo Beach Club on Saadiyat Island this evening.


Several senior executives from the retailer said that in the near future other Masters events could be added to the company’s series, including a jewellery event, which might be linked with the company’s already successful Masters of Time.


Philippe Schaus (left), Chairman & CEO, DFS Group addressed journalists from local markets, editors from consumer titles in Asia as well as TRBusiness: “I think we have succeeded in bringing together the best brands in the world which will introduce the most exceptional products.”



DFS has invited its ‘most demanding’ and ‘best’ customers, who are also members of the Group’s newly announced Loyal T programme, to the event which includes a women’s only High Tea, to be hosted by Michael Schriver, Chief Operating Officer at DFS Group, and Sibylle Scherer, President, Consumer Marketing and Branding, DFS Group.


In the two years leading up to the fragrance event, DFS invited 22 brands to create ‘unique and exceptional products’, in terms of both the juice and packaging. Harold Brooks, President, Global Merchandising, believes that company’s core customers – mainly from Asia – who are not typically big fragrance spenders, will be turned on to the category, if the heritage and craftsmanship of the products are properly communicated to them.


“Fragrances were invented many years ago,” added Schaus. “We know that there were fragrance developments in Ancient Egypt and Mesopotamia. The Romans embraced fragrance, importing scents from the Middle East and then after the Roman empire collapsed the Islamic world established itself and was an extremely important driver in the development of new fragrance-making techniques.


“In this region we have the most demanding customer when it comes to fragrance. They are buying from international brands, but also from the local ones too.”


More to follow from Abu Dhabi tomorrow.


Below: The Monte Carlo Beach Club in Abu Dhabi.


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