Renad Ghanem

Saudi Gazette

 

Treedom group is a luxury Oud oil manufacturer and supplier to the global fragrance and perfume markets. The parent company is located in Hong Kong and boasts of one of the largest manufacturing facilities in South East Asia.



In an interview with Andrew Steel, the CEO of the Treedom Group, who was attending Beauty and Health Show in Jeddah, we discussed brand development and expansion. Steel said he hopes to see their Dar Al-Oud new brand products in retails stores across Saudi Arabia early next year.



Treedom is targeting the Saudi market through their brand Dar Al-Oud. Steel said they have had a good response from the Saudi market from potential suppliers.

 “At Treedom, Oud oil is our main component and the difference between what we do and others do is that we use pure Oud oil.



Our product stays on the skin for a long time, it is one of the most noticed things about our fragrances,” he said.



Treedom specializes in the niche market of Agarwood plantations, which produces Oud Oil.



“We were quite surprised by the success of Dal Al Oud in UAE. People really like our products because it is unique and the storage content of Oud that we use.”



Treedom markets and sells its oil products at a wholesale and retail level via its Dar al Oud prestige brand.



“From the wholesale point of view we identify which oil is liked by the Saudi market, by the UAE, by Oman and Kuwait.



People in Saudi Arabia like the heavy musty Oud oli,” said Adrew. It operates on a global scale with a mix of physical sales with an extensive sales agent and distributor network. The Group also includes a project consulting company; a plantation management company, a retail company and a UK registered charity linked with international Foundations.



Treedom pursues a strategy of securing the entire value chain from seedling to final client product sale point.



It boasts of nursery facilities to managed plantations to manufacturing to marketing and sales channels. This strategy ensures that Treedom enjoys the competitive advantage of meeting market demand for consistent quality of product.



Andrew added that Oud is defined as a luxury item and next year in World luxury Expo in Riyadh they will showcase exclusive items with pure Oud oil in crystal bottles.



Besides the luxury products Treedom is trying to make create affordable products for the middle-income hosueholds. “We also supply Oud oil in pure form to the retail market.



We noticed that many people because of the high price, they use Oud for special occasions, so we created Oud mist, that is one of our products which is quite unique and very light. It contains about 25 percent volume of the Oud oil and could be used daily. The products are available online through our website.”