Investor Relations – Dkhoun Company

Company Strategy

Introduction

Dkhoun National Trading Company aims for sustainable growth by expanding domestically and abroad and by diversifying its portfolio across perfumes, bakhoor, and oud. This strategy strengthens the Company’s market position and share through premium products and a distinctive customer experience.

Company Vision

To craft innovative fragrances of the highest quality that appeal to the broadest customer segments in local and global markets.

Company Mission

To deliver authentic meaning in oud, bakhoor, and luxury perfumes—worthy of every occasion—alongside refined incense that adds elegance and distinction.

Company Strategy

The Company maintains an integrated five‑year growth plan (2025–2030) and updates it continuously with supply‑and‑demand dynamics, competitive forces, household spending trends, and the global macroeconomic outlook. Growth is guided by four strategic pillars:

First: Brand amplification

Elevate the Company's brand to widen awareness and reach more customers through:

• Quality & excellence
  1. Deliver consistently high‑quality products with careful selection of genuine, pristine ingredients.
  2. Obsess product and service details to sustain customer satisfaction.
• Customer experience
  1. Create a differentiated purchase journey—from expert service to welcoming boutiques—plus perks such as complimentary delivery and bespoke packaging.

Second: Geographic expansion

Add stores across major and secondary Saudi cities while selectively entering neighbouring markets—targeting roughly 100 locations by 2030 through:

• Market analytics
  1. Primary research identifying growth pockets and latent demand.
  2. Competitive mapping to seize opportunities or mitigate threats.
• Site intelligence
  1. Prioritise high‑density, affluent catchments anchored in market trends.
  2. Partner flagship malls and high‑traffic retail hubs to widen reach.
• Talent programmes
  1. Recruit knowledgeable local ambassadors for flagship openings.
  2. Offer continuous coaching to sustain service excellence everywhere.

Third: Product diversification

Broaden the assortment across perfumes, bakhoor, and oud with innovations aligned to customer preferences and life moments through:

• Product creation
  1. Invest in R&D for breakthrough launches across every category.
  2. Co‑create with global perfumers to deliver signature collections.
• Pricing & packaging
  1. Balance competitive retail pricing with uncompromised quality.
  2. Use packaging that signals luxury while remaining practical.
• Marketing & distribution
  1. Run integrated campaigns across traditional and digital channels.
  2. Amplify reach through social platforms and performance media.
  3. Fund expansion, reinforce brand stature, and scale commercial velocity.

Fourth: Technology & integration

Continuously modernise digital and operational systems to connect boutiques, warehouses, manufacturing, and corporate teams—unlocking airtight controls, higher productivity, and data‑driven decision making.

• Key strengths & competitive advantages
  1. Openings of fifteen new boutiques over the prior two fiscal years propel the footprint to sixty locations, with disciplined execution targeting one hundred geographically diverse stores inside the five‑year roadmap.
  2. Since 2018 the e‑commerce storefront has extended reach beyond physical retail hotspots.
  3. The proprietary Riyadh (Second Industrial City) plant blends, fills, and finishes perfumes and bakhoor—anchoring scalability.
  4. Strategic proximity to raw materials and core demand centres lowers fulfilment friction.
  5. Sixteen registered brands anchor credibility in oriental luxury.
  6. A portfolio breadth of roughly 128 SKUs spanning perfumes, oud compounds, bakhoor, concentrated oils, and incense.